A digital planner/buyer receives a proposal with a 25% rate increase from a previous campaign. What should they do?

When encountering a proposal that includes a significant rate increase, such as a 25% rise from a previous campaign, it is essential for the digital planner or buyer to negotiate with the vendor. This action is crucial for several reasons.

Negotiation can help ensure that the campaign remains within budgetary constraints, maximizing the value received for the investment. It allows the digital planner to explore alternatives or adjustments within the proposal that might justify the rate increase, such as enhancements in service, added features, or improved targeting options. Additionally, effective negotiation can lead to a more favorable arrangement that supports the campaign objectives while maintaining agency profitability.

Negotiating also demonstrates due diligence in fiscal management, as it reflects an effort to advocate for the best interests of the organization, ensuring that any increase is warranted and aligned with market standards. Furthermore, understanding the rationale behind the proposed increase can enhance the planner's insights into campaign performance metrics, enabling informed decisions that could lead to better outcomes in future negotiations or campaigns.