---
name: "media-plan-measure-optimize"
description: "Use when selling media, sponsorships, or programmatic where the cycle runs plan to proposal to insertion order to measured renewal."
triggers: ["media plan", "insertion order", "media RFP", "ad campaign", "sponsorship", "post-campaign report", "programmatic"]
version: "1"
---
# Media plan measure optimize
Run this when selling media, sponsorships, or programmatic — the full
cycle from plan to proposal to insertion order (IO) to measured renewal.
## Inputs
The brief or RFP, the audience and success metrics, the budget and
flight dates, the inventory or sponsorships in play, and the measurement
setup (tracking pixels, mobile measurement partners, brand-lift studies).
## Answer the RFP as plan, proposal, negotiation, IO
The plan shows audience, mix, and why; the proposal prices it; the
negotiation trades rate against value-adds; the insertion order locks
flight, spend, and success metrics. Each step is dated with a buyer
owner. Label the io_state planned, live, or wrapped as the IO moves.
## Handle premium inventory by its own rules
Fixed calendar slots, creative specs and deadlines, and what happens
if creative lands late. Scarcity is stated as FACT with the calendar
attached, never as pressure copy.
## Set up tracking before anything flies
Tracking pixels or mobile measurement partners placed, a setup check
that fires and attributes
correctly, and a media-plan challenge pass that asks what breaks if
one placement underperforms.
## Run Test and Learn inside the flight
The hypothesis, the control, the read date. Pair delivery metrics
with brand-lift and conversion-lift studies and ad-effectiveness reads,
so the renewal story is measurement, not impressions.
## Report post-campaign in the buyer's language
What was bought, what delivered, what it did to the success metric, and what
changes next flight. Run account audits on pacing and delivery while
live, not after.
## Optimize and earn the renewal
Shift working spend to working placements, name the upsell only where
the data supports it, and draft the next insertion order from the measured
read. Programmatic lines (guaranteed, private marketplace, open auction)
get their own
floor, pacing, and brand-safety notes.
## Output
Plan-to-insertion-order package with dated steps, tracking checklist with setup
proof, in-flight optimization log, post-campaign report, and a
renewal draft tied to measurement.
## Fallbacks
No success metric in the brief: propose one from the buyer's stated goal labeled
INFERENCE and get their yes before planning. No tracking access: the
launch checklist stays blocked until it lands.
## Approval gate
Nothing goes to the buyer, no rate, bonus, or make-good is promised, and
nothing about tracking is configured — no pixel, no MMP, no postback —
without your explicit yes.