EAG Insights
How media plans drift — and quietly waste budget
Drift is the most common cause of media waste. Here’s how to spot it.
Plans don’t fail in one moment. They drift, week by week, until the budget no longer matches the strategy.
Common drift patterns
Vendors push their best-margin inventory. Junior buyers default to safe placements. Reporting reflects what’s easy to count.
How to catch it
Quarterly Visibility Reviews against the original thesis. Independent post-buy. Senior eyes on plan reviews.