Buying
We have been planning media long enough to know that the most effective CPM is the one that converts based on your goals. That frequently is from buying placements that are hyper-targeted in smaller publisher verticals and by creating advertorial style placements, not from buying low-priced ROS or RON banner ads that can be found anywhere on a publisher site or worse their network.
That’s why, unlike most media buyers who will show you plans based only on ComScore or Nielson @Plan metrics, we purchase media in site verticals we have individually reviewed and that have contextually and vertically relevant placements with a very specific type of audience. And even if we pick some of the same sites that our competitors might, our plans strictly limit the “fluff” that publishers insist a client buy as part of their overall media purchase.
