You should basically exclude a source from media planning if:

  • You don't want to include the source in the recommendation.

  • It's a source where the spend can't be changed due to internal restrictions.

  • It's a source where you need to spend a certain amount as it's important for your branding and performance is secondary. A good example is TV or adwords brand.

By the way:

By excluding a source in the media plan we only consider the past spend for the calculation of the media plan for all other sources.

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