Modelled
In practice, for a UK buyer
The paragraph above is the neutral answer. This is the part a vendor glossary leaves out.
The word matters because a modelled number and a counted one look identical in a report. AdBuyMCP's reach and frequency fields carry the label permanently rather than in a footnote — the field's type includes it — so a modelled estimate cannot be quoted as an observation by accident.
What this one connects to
Most confusion in media buying comes from two adjacent terms being used interchangeably, so these are the neighbours worth reading next.
Evidence provenance
A label attached to a number recording how it was produced — reported by the seller, observed on your own property, estimated by a model, or established by a powered experiment — so its strength travels with it.
Reach
The number of distinct people or households exposed to a campaign at least once, as opposed to the total number of impressions delivered. Usually expressed as a count or as a percentage of a defined universe.
Marketing mix modelling (MMM)
A statistical method that estimates each channel's contribution to an outcome by regressing historical sales against historical spend and external factors. Works without personal data and covers channels that cannot be tracked individually.
More on measurement and evidence
What you can prove afterwards, and the difference between a number that means something and a number that does not.
45 minutes. Bring a real brief and we compile it live. You describe one audience and watch it compile into seven targeting specifications, each with the score for how much of the definition survived.
Talk it through