Media buying
Purchasing the advertising space and time the plan calls for - negotiating rates, placing orders, or trading programmatically - and stewarding the spend as it runs. The execution half of media, graded on the price and quality of the attention it secures.
Where it's used
Used in agency negotiations and in-house programmatic and social buying. Good for getting better prices and placements for the same plan.
How to calculate it
Impressions bought = Budget ÷ CPM × 1,000
Worked example
Illustrative numbersYou plan a $100,000 buy. The first quote is a $12 CPM, and you negotiate it down to $10.
At $12 CPM
$100,000 ÷ $12 × 1,000 = 8,333,333
At $10 CPM
$100,000 ÷ $10 × 1,000 = 10,000,000
What it tells you
That is about 1.7 million more impressions for the same money, as long as the cheaper placements get seen as often as the old ones.
