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.
Ad tech glossary
Recency Planning
Technical definition
A planning approach that prioritizes reaching consumers close to their purchase decision moment rather than building high frequency over time.
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