Expertise02
The markets a buyer works.
A media buyer works channel by channel. The mix is a decision, not a list of logos. We buy where the customer is, and we stop paying for the rest.
Mix
A split is a decision.
The ring is how a budget can be shaped. The real split follows the goal, the margin and what the account can already measure.
Mixplan
01
Paid social
Social spend breaks when frequency climbs, creative tires, or the bid is chasing the wrong event.
- Where
- Meta, TikTok, Snapchat, Pinterest, LinkedIn.
- How
- Campaigns split by job. Cost caps when volume can hold them. Broad prospecting only once the conversion signal is fed.
- Watch
- Frequency, creative fatigue, placement mix, cost per result. A tired ad comes out of rotation.
02
Search and shopping
Brand is defended. Non-brand is built on queries people actually type.
- Where
- Google Ads and Microsoft Advertising.
- How
- Brand, non-brand, shopping. Performance Max only with a clean feed and real exclusions. Negatives kept current so brand doesn’t hide the rest.
- Watch
- Impression share, CPC, conversion rate, search terms, and whether brand is eating non-brand.
03
Programmatic
The cheapest CPM is rarely the point. The point is the inventory you are willing to pay for.
- Where
- Display, video, native. Open auction and private deals, on the DSP the account already uses.
- How
- Exclusion lists, brand-safety categories, a viewability floor. A private deal when the open web can’t hold the quality.
- Watch
- Domains actually served, viewability, video completion, overlap with social. We cut sites, not just the average.
04
Connected TV
CTV is bought like television: reach, duration, frequency. Not like display with a longer file.
- Where
- Streaming and CTV inventory, programmatic or direct, wherever it can actually be bought.
- How
- Tighter frequency caps than display. The right length. Geo and daypart when the brief needs them.
- Watch
- Completion, reach, cumulative frequency, and what CTV adds to the rest of the plan.
05
Retail media
Bought next to the sale. A platform ROAS is a reading, not proof the sale wouldn’t have happened anyway.
- Where
- Amazon Ads and the retail networks of the markets where the product is actually sold.
- How
- Sponsored products on terms that convert, brand defended, retail display once the product page already sells.
- Watch
- Advertising cost of sale, share of voice on the terms that matter, and the gap between platform ROAS and the P&L.
06
Measurement
Few numbers, read often. One primary goal. Two guardrails: cost, and the quality of the traffic or the inventory.
- Setup
- Pixels, conversion APIs, events that match a real step in the sale. Not another dashboard.
- Read
- Spend, volume, cost per result, frequency, viewability. Platform ROAS is one input.
- Tests
- When the budget can carry it: geography, a holdout, or creative. A decision, not a new report.