The seven channels, in the questions

Search, social and audio, answered in full.

The two channels where the brief moves the score, and the one where it cannot: who writes the keywords, why a plan scores 45 rather than 82, why an audio plan buys the commute, and what vendor-neutral means when Meta and TikTok are still the ones executing.
questions in this group, each answered in full
6
pages the answers are written on, every one linked
3
questions across the whole set
148
On this page
2 questions

Podcast & digital audio

Written on Podcast & digital audio, and rendered here in the same words rather than summarised.

Read the page these answers live on →

Can I advertise on a specific podcast?

Yes, through a private marketplace deal, and the compiler produces the named-show package as a PMP deal specification rather than as a targeting parameter. What it will not do is promise you a show it has no deal for. Named-show buying on DAX and Acast is an assisted rail on the supply page, which means the deal is negotiated rather than clicked.

Why does my audio plan buy the commute?

Because your brief carried firmographics — an SIC code or a seniority level — and business audio is consumed on the way to and from work. If the brief has no firmographic signal the plan buys daytime and evening instead. It is a rule in the compiler rather than a model's guess, so you can disagree with it and override it.

All seven channels, ranked by score

If the answer above raises a question about your own budget, that is the sort of thing a forty-five minute working session is for.

Talk it through
the rest of the questions

148 questions, grouped by subject

Every question answered anywhere on this site sits in one of 21 groups, and appears in exactly one of them. This is one.

All 148 questions, and every group →

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Design-partner phase· recruiting paid design partners rather than selling self-serve media · what is live, and what is not

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