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Тема

Закупка и переговоры

Всё по теме: термины, процедуры, разборы случаев и инструмент, который считает.

Процедуры

  • Audit whether agency rebates were passed through
  • Check which spend threshold unlocks the next discount tier
  • Negotiate annual upfront commitments before the season
  • Price scatter buys against the upfront baseline
  • Stack seller discounts multiplicatively, not additively
  • Trim the supply path to cut redundant fees

Термины

  • Agency Compensation Model (FTE Billing)
  • Agency Rebate
  • Discount Stacking (Multiplicative Discounting)
  • Discount Tier
  • Scatter Market
  • Supply Path Optimization (SPO)
  • Upfront Commitment
  • Upfront Market

Разборы случаев

  • Media Buying Software for Small Agencies: What Matters
  • Why Do Seller Discounts Multiply Instead of Add?
  • TV Budget Discount Tier Iteration: Solving the Loop

Инструмент

  • Media buying software →
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