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Incremental reach

Incremental reach measures how many additional unique people a new channel reaches beyond a baseline a campaign has already covered, most commonly a streaming or CTV campaign's reach beyond what traditional linear TV already achieved. The exposure data from the baseline channel is matched against the exposure data from the new channel inside a data clean room, and the result shows the unique audience the new channel adds, rather than assuming that spend on a new channel automatically reaches new people. 

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How it works

Exposure logs from the baseline channel and the new channel are each provisioned into the clean room separately, and matching runs on whatever identifier both sides can support. For linear TV, Decentriq onboards panel data into the clean room.

In a Decentriq data clean room, this match runs inside a confidential computing environment, so neither the baseline provider nor the new channel's platform sees the other's raw exposure data. The output is the incremental reach figure itself: the share of the new channel's audience that wasn't already covered by the baseline, along with a breakdown of how that incremental audience is composed.

Frequently asked questions

Is the incremental reach based on a probabilistic approach or deterministic approach?

It depends on the channels. For channels where users all have unique identifiers (e.g. logged in environments), a deterministic approach is preferred. Otherwise, probabilistic approaches are supported (e.g. linear TV with panel data).

Does the baseline channel need to run at the same time as the new channel?

Not necessarily. The baseline can be historical exposure data from an earlier flight, such as a prior linear TV campaign, or it can run concurrently with the new channel, as long as both sides can supply comparable exposure data for the same audience and time period.

Can incremental reach be measured across more than two channels at once?

Not directly. Incremental reach compares exactly one new channel against one baseline. Comparing three or more channels simultaneously is what cross-media reach and frequency measures instead.

View Other Measurement use-cases

Attribution

Connect campaign exposure to customer outcomes without exposing either party's raw data

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Conversion lift / incrementality testing

Measure the true incremental effect of a campaign against a control group

explore Conversion lift / incrementality testing ->

Cross-media reach & frequency

See deduplicated reach and frequency across publishers and channels while protecting exposure logs

explore cross-media reach & frequency ->

Script lift (pharma)

Pharma-specific version of conversion lift, built for US brands.

explore script lift ->

Audience quality

Pharma-specific version of reach quality, built for US brands.

explore audience quality (pharma) ->
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