Lesson 20 of 30 · 10 min
Build the plan end to end
Put the whole module into one defensible plan.
Start from budget or from the goal
Quick Plan works in both directions. Enter a budget to see what it buys, or state a target — impressions, reach, or conversions — and let it solve for the budget required. The second direction is the one that settles arguments before they start.
Let the industry profile do the work
Choosing an industry applies its default targeting, frequency and CPM premium, because a travel plan and a B2B plan do not buy the same audience at the same price. Start there and adjust rather than building targeting from nothing.
Override rates with what you actually pay
Benchmarks are a starting point, not your contract. If you hold a negotiated CTV rate, enter it — the whole plan recalculates around what is true for you, which is the difference between a template and a real plan.
Sanity-check before you send it
Read the outputs as claims you will have to defend: is the reach plausible against the addressable audience, is frequency high enough to be noticed and low enough to avoid waste, and does the blended CPM match the channel mix you chose?
Save it so it can be argued with
A saved plan carries its assumptions — industry, targeting, rates, flight — so a reviewer can question the inputs rather than just the conclusion. That is what makes a plan defensible rather than merely presentable.
Takeaway
A good plan states its assumptions clearly enough that someone else can challenge them.
Check yourself
No score, no signup — pick an answer to see why it's right.
Question 1
You have negotiated a CTV rate well below benchmark. What should you do?
Question 2
What makes a saved plan defensible rather than just presentable?