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# Recency Planning
- URL: https://www.adlingo.org/glossary/recency-planning/
- Published: 2025-01-15T09:51:00.000Z
- Updated: 2025-01-15T09:51:00.000Z
- Description: A planning approach that prioritizes reaching consumers close to their purchase decision moment rather than building high frequency over time.
- Author: Travis Lusk
- Tags: Agencies & Holdcos, #glossary, #Import 2026-10-27 17:05

The planning logic that prioritizes timing over repetition. Instead of building frequency against the same audience over a campaign period, recency planning concentrates delivery around the moments when purchase intent is highest. The theory, developed largely by Erwin Ephron, is that one well-timed impression is worth more than three poorly timed ones. The practical constraint is data: identifying who is close to a purchase decision and when requires strong intent signals that not every category has.