Media Planning: How Marketing Managers Can Ensure What They Approve

In a new article on Habr, Ksenia Gavrilenko, Performance Marketing Lead at Yandex Ads, analyzes the key risks involved in approving media plans. Marketing managers often face situations where forecasts in spreadsheets fail to match actual results due to the use of averaged platform metrics or inaccurate conversion data. The author emphasizes that a marketer's task is to critically evaluate every figure in the plan, verify data sources, and proactively develop scenarios for potential deviations. The article provides practical advice on what questions to ask the team before launching a campaign to minimize the risk of inefficient budget spending. The material is aimed at professionals seeking to improve the transparency and predictability of performance marketing, offering a checklist to verify the realism and validity of media plans before the active placement phase begins.