Effective Reach is Picnic's Media Solution for programmatic reach campaigns. PIQ-curated inventory concentrates budget on impressions people actually see.
Trusted by planning & buying teams at
The problem
A large share of impressions land in low-quality environments, counted as reach, but does nothing for your brand.
The trouble is, inventory doesn’t stay still. A sitelist that looked premium last quarter is now full of MFA and clutter today. Static site lists can’t keep up, meaning budget quietly leaks into low-performing inventory.
Where the budget actually lands
Same 100% delivered. Most is spent on impressions that never got the chance to work.
The solution
PIQ (Picnic Inventory Quality) scores every page on the Open Web from 100+ live quality signals. Concentrating delivery where real people actually see the ad turns reach into outcomes, not wasted impressions.
PIQ scores every placement against 100+ quality signals, flagging the high-waste environments that inflate cost.
The low-waste, high-quality inventory is activated in your DSP by PMP.
As the campaign runs, delivery keeps shifting towards effective impressions and away from waste.
PIQ weights its quality signals for cost-efficient reach, leaning on waste and viewability and easing off the rest, so you can plan and buy against two clear KPIs.
PIQ Signals Prioritised: MFA detection, ad density, refresh rate, viewability, reseller ratio. Eased off: attention duration, content depth.
Measured by: PIQ, DV360, TTD, OpenX, Index, Magnite.
Messaging-led creative ran across quality inventory, with the brand-perception lift independently measured by a VisualDNA study.
Winner · Most Effective Messaging Campaign · EMMA 2021
Social-inspired engagement features, emoji reactions and polls, drove recall, measured by a VisualDNA study.
Winner · Most Effective Mobile Campaign · EDMA 2021
AI-optimised formats built from social assets lifted perception of value streaming, measured by a CINT brand study.
Drive effective reach for your next campaign.
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