The allocation decision that shapes everything downstream. Which channels get the budget, in what proportion, and why. The hard part is not knowing the options. It's having a rationale for the split that's tied to your audience, your funnel stage, and what you can actually measure. "We diversified across channels" is not a strategy. It's a hedge.
Ad tech glossary
Channel Mix
Technical definition
The distribution of advertising investment across different media channels and platforms to achieve campaign objectives efficiently.
The ADLINGO translation
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Where this shows up
Guide: How Much Does Programmatic Really Cost?
Don't let fees and confusion burn a hole in your wallet. Like your morning coffee - it deserves a disproportionate amount of your time and attention.
