- Audience research. What is your target audience? How does your target audience shift by medium? Since consumer behavior varies by demographic, planners are tasked with identifying which mediums will be the most effective for a particular campaign • RFP the market place. What percentage of your campaign will be devoted to which types of buys, from display to search, and beyond? As planners figure out which mediums will be the most effective, they will allocate media dollars accordingly to achieve the strongest results • What percentage of your spend will be on guaranteed inventory versus non-guaranteed (RTB)? • Cross-media client budget authorizations. Are you complying with the authorized amount? Are you tracking authorized spend vs planned spend?