In advertising, a summer offer often translates into preferential rates on ad space or benefits such as bonuses in terms of ad space offered. Industry players launch these offers during the summer, a period when advertising audiences tend to decrease and economic activity, particularly in B2B, slows down. It may seem illogical to offer a summer deal for digital advertising space sold on a CPM basis and intended for the general public, as the target audience is normally reached as expected. However, in a B2B context, offering discounts can be justified because, even if impressions are delivered effectively, the period is less conducive to purchasing decisions. For opportunistic media buyers or planners, summer offers can represent an opportunity to obtain advantageous cost per contact or GRP costs. Here are some concrete examples of summer offers: