Oakland Raiders: Low targets weaken Amari Cooper’s trade value

Did the Oakland Raiders hurt wide receiver Amari Cooper‘s trade value before the deadline? Is it too late to prop up his market appeal?

As a seller, it’s strategic to boost the value of a commodity to maximize return before negotiating a deal. Someone in the Oakland Raiders building missed out on economics 101.

Once upon a time, head coach Jon Gruden called wide receiver Amari Cooper the “main vein” of the offense, per NBCS Bay Area reporter Scott Bair:

“We need him to be the player he was the first two years. I’ve said it earlier. We’re going to make him the main vein of our passing offense and move him around a lot.”

On the contrary, the 24-yearold became the invisible man. Cooper logged 22 catches for 280 yards and two touchdowns through six games. No, he’s not having issues holding on to the football. The third-year wideout has dropped two passes, per Pro Football Focus (subscription required).

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So, what’s the issue? Opportunities. In the first five weeks, Cooper saw 31 targets—roughly six per game. That’s not enough looks for a No. 1 wide receiver.

Within the Raiders offense, tight end Jared Cook (43) and running back Jalen Richard (37) have more targets than Cooper. Likely through design, quarterback Derek Carr has focused on short passes and seam routes in Gruden’s system.

Consequently, limitations in the game plan and few looks in the passing attack cap Cooper’s production as a threat over the top.

According to NFL Network’s Ian Rapoport, the Raiders have Cooper on the trade block. It’s a rather strange development because he’s probably at his lowest value right now, especially after he left the last outing with a concussion.

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In a league in which there’s an emphasis on what a player has done lately, suitors won’t focus on the 2015-16 campaigns when Cooper logged back-to-back Pro Bowl seasons with 1,000-plus receiving yards. They probably remember him struggling in the Raiders offense last year and his inconsistent production over the last six weeks.

Carr revealed Cooper battled injuries throughout the 2017 term (h/t SiriusXM NFL Radio’s Eddie Borsilli):

Of course, once you take the field, you’re expected to produce—no excuses. It’s worth noting Cooper’s targets dropped from 130-plus in each of his first two seasons to 96 last year. He’s on pace for fewer looks this season.

Here’s a look at Cooper’s production when he’s actively involved versus weeks when the Raiders forgot their No. 1 pass-catcher existed:

Sometimes, a top-notch cornerback puts a blanket over a receiver, but it’s the play-caller and the quarterback’s job to find a way to scheme for the top threat in the offense.

The Raiders won’t beat many teams throwing to their No. 3 running back on short passes six times per game. It’s absurd that Cooper only saw five or fewer targets in three games before his injury. In both contests with 10-plus looks, the talented pass-catcher finished with 100-plus yards.

The decision to lean away from Cooper cost the Raiders aerial attack some opportunities to move the ball in chunks downfield. It’ll cost them in trade negotiations when executives question his value because of modest production.

Oakland wants a first-rounder for Cooper, but they’ll likely settle for a second- or third-round pick because of the inability to feature him as a dynamic asset.

For more grades, advanced statistics and more at Pro Football Focus, subscribe to PFF’s EDGE or ELITE subscriptions at ProFootballFocus.com.