In the new display media environment of 2010, media buyers have literally thousands of options when it comes to ad network and website buys. How can buyers approach this in a way that is smart and delivers good value for clients? We've seen simple mistakes based on the "bigger is better" fallacy -- that a plan with 30 media buys is better than a plan with just three. The core problem with these super-complicated plans is that they trade comprehensibility, quality, and results for bulk; it's going to be a whole lot of work for underwhelming results.
Instead of size, the perfect digital media plan should focus on four core features: