The question most media plans never formally answer: what did we not buy, and what did that cost us? Every dollar committed to one channel is a dollar not available for another. Opportunity cost analysis forces that trade-off into the open so the allocation is a deliberate choice, not a default. Most budgets are defaults that function as strategy.
Ad tech glossary
Opportunity Cost Analysis
Technical definition
Evaluation of potential returns from alternative media investments to optimize resource allocation.
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.
