# Media Mix Modeling

## What It Is

The Media Planning Agent is an AI-powered planning tool that helps media teams instantly generate and refine optimal spend strategies across channels and audiences. Unlike static, manual workflows that depend on spreadsheets and intuition, the agent simulates dozens of allocation scenarios in seconds—delivering faster decisions and better performance outcomes.

## How It Works

**Step 1: Generate a Baseline Media Mix**

Open the Media Planning Agent and upload reach curves to seed the model. You can upload additional curves at any time. Based on the curves and campaign goals, the system generates a baseline mix that includes channel allocations, frequency, and impression projections.

**Step 2: Adjust Allocations Based on Client Goals**

Apply client-specific constraints such as channel minimums, maximums, must-run touchpoints, or negotiated rates. The system recalculates the plan instantly, and each scenario can be saved, named, and automatically described for reference.

**Step 3: Compare Scenarios Side by Side**

Navigate to the Compare tab to view multiple saved or pre-generated scenarios in parallel. Compare differences in spend allocation, reach, ROI, and efficiency to determine the scenario that best meets client objectives.


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