Definition of reach?

How do you define “reach”?

In Switzerland, pop of 8.6M, with 5 sites you reach 70% of Swiss Users (Source: MACH total audience). What do advertisers get instead? Why don’t the want to know where their ads are running? How to be sure, ads were not running on shady sites? PS: has a reach of over 40% but only gets a share of less than 6%

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