Media Planner

Job Description Media Planner:

Position: Media Planner B2B / Programmatic Advertising

Experience: 2–5 years
Employment Type: Full-time

About the Role

We are looking for a detail-oriented and analytical Media Planner to join our team and support the planning, execution and optimization of B2B digital advertising campaigns.

The ideal candidate should have a strong understanding of programmatic advertising, audience targeting, media planning, campaign performance and reporting, with exposure to platforms such as DV360, StackAdapt, TradeDesk or similar DSPs.

Key Responsibilities:

Media Planning & Strategy

• Develop media plans based on client objectives, target audiences, geographies, budgets and campaign KPIs.
• Recommend appropriate channels, formats, targeting strategies and inventory for B2B campaigns.
• Plan campaigns across Programmatic Display, Online Video (OLV), CTV, DOOH and other digital channels.
• Develop media allocation, impression projections, CPM/eCPM assumptions and campaign forecasts.
• Research and recommend relevant publishers, inventory and audience segments.
• Prepare campaign proposals, media plans, audience estimates and maximum-availability (max avail) projections.

Programmatic & Audience Planning

• Develop Account-Based Marketing (ABM) strategies using Target Account Lists (TALs).
• Analyse audience availability and reach across targeted accounts and geographies.
• Understand and recommend targeting approaches including contextual, demographic, interest, first-party and third-party audiences.
• Plan audience segmentation based on account, geography, industry, job function and seniority where applicable.
• Support campaign setup and targeting in platforms such as DV360, StackAdapt etc.

Campaign Optimisation

• Monitor campaign delivery against planned impressions, budget, CPM, CTR, VCR, viewability and other relevant KPIs.
• Identify underperforming publishers, placements, inventory and audience segments and recommend optimisation actions.
• Work with campaign operations teams to implement targeting, pacing, frequency and inventory optimisations.
• Analyse third-party verification reports such as IAS and recommend actions to improve viewability, brand safety, inventory quality and IVT performance.

Reporting & Analysis

• Prepare weekly and monthly campaign performance reports.
• Analyse campaign performance against planned KPIs and provide actionable insights.
• Develop publisher, audience, account-level and channel-level performance analysis.
• Support client reporting with clear performance insights and optimisation recommendations.
• Maintain accurate campaign trackers, media plans and forecasting sheets.

Client & Internal Coordination

• Work closely with Account Management, Campaign Operations and Data teams to ensure smooth campaign execution.
• Support client responses related to media planning, targeting, inventory, creative specifications and campaign performance.
• Coordinate with publishers, data providers and platform partners where required.
• Ensure campaign requirements, timelines and deliverables are clearly documented.

Required Skills & Experience

• 2–5 years of experience in digital media planning, programmatic advertising or performance marketing.
• Good understanding of the programmatic advertising ecosystem and DSPs.
• Hands-on or working knowledge of DV360 and/or StackAdapt is preferred.
• Understanding of ABM, TAL/account targeting and audience activation.
• Good understanding of CPM, CPC, CTR, VCR, reach, frequency, impressions and media forecasting.
• Understanding of display, video, CTV/OLV and DOOH advertising.
• Strong Excel/Google Sheets skills, including data analysis and campaign calculations.
• Ability to analyse large datasets and identify trends and actionable insights.
• Strong attention to detail and ability to manage multiple campaigns simultaneously.
• Good written and verbal communication skills.

Preferred / Good to Have

• Experience working on B2B advertising campaigns.
• Experience with IAS, DoubleVerify or similar brand-safety/measurement platforms.
• Knowledge of audience/data providers such as Bombora, LiveRamp, Eyeota or similar platforms.
• Understanding of CM360, Floodlight, GA4 and UTM tracking.
• Exposure to CTV, DOOH, LinkedIn, ChatGPT advertising or other emerging digital channels.
• Experience preparing client-facing media proposals and presentations.

Connect with me on

Nikita Wankhede

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