Platform Guides
Every platform and buying environment spends money by its own rules. These guides cover how to plan, budget, measure and pace each one - and how to keep them all answering to the same approved plan.
6 September 2026 · 12 min read
Plan CTV campaigns with clear channel roles, buying paths, audience controls, frequency, creative and measurement. Includes a worked budget example.
3 August 2026 · 5 min read
A planner's approach to Google Ads budgets: splitting brand, generic, Performance Max and YouTube, setting daily budgets from flighting, and pacing against the plan.
3 August 2026 · 5 min read
How Meta spends budgets - daily vs lifetime, Advantage campaign budget, learning phase - and how to pace actual delivery against the media plan without fighting the algorithm.
3 August 2026 · 4 min read
How agencies should plan TikTok: defining its role in the mix, budgeting for creative velocity, structuring campaigns that exit learning, and pacing spend against the plan.
3 August 2026 · 4 min read
Planning LinkedIn inside a B2B mix: when its targeting justifies the premium, budgeting by audience penetration, funnel structure, and pacing spend against the plan.
3 August 2026 · 4 min read
Where DV360 earns a place next to Meta, TikTok and LinkedIn: incremental reach, premium and CTV inventory, deal-based buying - plus frequency, overlap and pacing across both.