What is the significance of "Run of Site" (ROS) in online advertising?

The significance of "Run of Site" (ROS) in online advertising primarily lies in the ability to place ads across an entire website, often at a lower cost than more targeted approaches. This type of ad placement allows advertisers to maximize their reach by ensuring that their advertisements can be seen on various pages within a site, rather than being restricted to a few specific areas.

This broad distribution strategy offers advertisers the opportunity to enhance brand visibility and awareness as their ads can appear on diverse content pages, increasing the likelihood of engagement with a wider audience. Given that the cost is generally lower than targeted placements, ROS can also be a cost-effective option for marketers looking to achieve broad exposure without the need for extensive demographic targeting.

In contrast, other options involve more restrictive or focused ad placements, either on select pages or tailored to specific audience segments, which do not align with the concept of being displayed throughout the entire site at a lower cost.