In contrast to gross reach, where all target persons of an online advertisement
are recorded - even those who have seen the advertisement several times - with net reach all relevant target persons are only recorded once. People who see the advertisement more than once are filtered out. This means that all target persons are only taken into account once, regardless of whether they have come into contact with the advertisement once or more than once
. Net reach is therefore an exact key figure for the advertising industry and for media agencies and their media plans.