The share of impressions delivered to the intended demographic, measured by a panel or identity provider. Nielsen DAR and Comscore vCE report it for digital; on-target guarantees are common in video and CTV buys.
Related terms
Cite this entry:
Agency Echelon. "On-Target Percentage." Agency Echelon Reference, reviewed September 2026. https://agencyechelon.com/reference/glossary/on-target-percentage/