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Media Purchasing Checklist

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Brief & Campaign Objectives

Intake the client media brief

Define KPIs and north-star metric

Confirm flight dates and in-market window

Lock the working media budget

Confirm regulated-category review needs

Audience & Channel Planning

Build the audience segmentation

Select the channel mix

Run reach and frequency modeling

Specify ad formats and creative dimensions

Confirm the buy type

RFPs & Negotiation

Issue RFPs to publishers and partners

Benchmark CPMs against SMI and prior flights

Negotiate value-adds and added-value units

Secure makegood and cancellation terms

Approve the final plan with the client

Trafficking & Launch

Execute IOs and digital insertion orders

Set up the buys in Prisma or Mediaocean

Traffic creative tags through CM360

Apply brand-safety and inclusion lists

Pre-flight QA the live tags

In-Flight Optimization

Confirm pacing in week one

Review delivery against KPIs

Flag underperforming line items

Shift budget to top-performing partners

Audit IVT and viewability through IAS

Post-Buy Reconciliation & Wrap

Pull final delivery against ordered units

Reconcile billed spend to actual delivery

Determine if makegoods are required

Negotiate makegood units with the publisher

Deliver the post-buy report to the client

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Related Advertising Checklists

Client Delivery Checklist
Client Intake Checklist
Agency Invoicing Checklist
Creative Asset Quality Assurance Checklist
Agency Employee Onboarding Checklist
Agency Compliance and Risk Management Checklist
Agency Monthly Financial Close Checklist
Agency Client Onboarding Checklist
Campaign Reporting and Analytics Checklist
Advertising Production Checklist
Digital Campaign Execution Checklist
Creative Brief Checklist

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