One in three young households (with a head of household under the age of 35) has no cable or satellite TV, but 73% of them pay for streaming services like Netflix or Hulu. Cord-cuttersīeing unreachable can also include leaving certain platforms that don’t respect user privacy ( like Facebook), and “cutting the cord” by ditching paid cable or satellite TV. They’re also often (though not always) interested in Web3 and crypto. Unreachable audiences in this category are typically tech-savvy. They don’t want to be tracked by Big Tech or targeted by advertisers without their consent. Privacy-conscious users are becoming unreachable by using tools like ad blockers, VPNs, private search engines, and privacy browsers like Brave. Whatever their motivations, unreachable audiences are generally unavailable via traditional brand and advertising channels. Some of them are seeking privacy, some just happen to use more modern platforms with less surface area for ads, and some are simply trying to cut down on their screen time. In online advertising, an “unreachable” person is one who actively takes steps to protect their data and privacy online, and thus isn’t easily targeted by Web 2.0’s traditional ad channels. Defining “unreachable” audiences in online advertising The old methods of reaching users just won’t cut it. To survive, brands and advertisers will need new strategies to keep up with these unreachable audiences.

By blocking invasive ads, these savvy users are becoming “unreachable” through traditional advertising channels. This presents a challenge-and an opportunity-for advertisers. These users are tired of being tracked, having their data harvested, and being pawns in the surveillance economy…and they’re fighting back by taking control of their data. But it’s becoming more private thanks to the forward-thinking users who block trackers, use VPNs, and generally take action to limit their digital fingerprint. Web 2.0 is dominated by Big Tech (and their dangerous data collection).

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