What Advertisers Should Buy Now—and What Can Wait in Q4

When should advertisers lock in Q4 media—and where could waiting actually pay off? In Episode 28 of Media Monitor, Kelly Sweeney and Sean Wright use Guideline’s forward-booking, ad spend, and pricing data to look ahead at the Q4 advertising market and assess where demand is building, where prices are rising, and where buyers may still have room to wait. Sean frames the discussion as a media version of buy, sell, or hold. Retail media is one area where the data points toward buying earlier. Af...