Media buying priorities

Faris Yakob writing for WARC:

“Recently, I spoke at a How Brands Grow event and chatted with Professor Byron Sharp. He got a few questions about media allocation and (paraphrasing) gave a simple answer: buy the largest amount of the highest-quality exposures against all category buyers for the lowest price (in that order). Quality involves viewability (a non-viewable impression is an oxymoron) but also attention level and context, which have been dismantled by audience buying.”