In the U.S., over 90% of digital display impressions are traded programmatically, using algorithms rather than manual spreadsheets to manage delivery.

Planners use data to define exactly who the customer is based on demographics, interests, and media consumption habits.

The buyer's job doesn't end after the purchase. They continuously monitor performance data to shift budget toward high-performing channels and away from underperforming ones. 3. Key Trends and Best Practices (2026)

For more detailed guides, resources like GaleForce Digital and Amazon Ads offer comprehensive breakdowns of these processes. Digital Media Planning and Buying: The 411

A common budget allocation strategy where 70% goes to proven content, 20% to premier/higher-potential content, and 10% to experimental tactics.

Determining the best mix of platforms—ranging from traditional TV and print to digital social media and streaming services—to deliver the message at the right time. 2. Media Buying: The Execution phase

Purchasing space directly from a publisher or outlet.