MPO: Concepts and Overview

Getting Started

The Media Plan Optimizer (MPO) is an intelligent budget calculator for your media spend. With regular usage, it will lead to higher returns from media spending over time. Uses for this include:

• Planning budgets for spending across your channels, tactics, and campaigns
• Analyzing previous periods and seeing how they could have improved
• Sharing future plans with other stakeholders

For the best results, we recommend using this tool every two weeks at least, or each week at most. Make sure to apply MPO’s recommendations to your budget to see the changes take effect.

This article covers broad concepts of what MPO is and how it works.

Click here for how-to information on using the feature inside the platform.

Click here for specific instructions on saving and sharing your MPO plans.

What Is Media Plan Optimizer?

MPO uses an algorithm to optimize your existing media budget, which is drawn from the data on your Cross-Channel Dashboard. It then gives you a budget plan that maps out the best amounts for future spending on your tactics.

Each time you make a budget, it’s a step towards an eventual goal of the highest return on your spending. This is why weekly or bi-weekly usage is recommended. That cadence will account for unpredictable changes that MPO will continually adjust for.

MPO data is updated on a daily basis, though the information you see will reflect 48 hours prior. This is due to the time it takes to process incoming data.

Campaigns in Media Plan Optimizer

After setting up a tactic-level budget plan in the main Portfolio View, you can use MPO to make optimized budgets for the campaigns within your tactics. This lets you plan out future budgets on a very granular level, with focus given to the individual campaigns that are most relevant to you.

When making a campaign-level budget plan in MPO, be aware that the projected results will not affect your tactic-level MPO plans in any way. This is done to ensure the highest accuracy across both separate projections.

Click here for more info about campaign-level planning in MPO.