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70% of Internet ad buyers buy 3 months or less in advance

70% of media buyers and planners surveyed reported that they commit to inventory purchases only three months or less in advance, according to Deutsche Bank. 50% of the respondents reported purchasing online media less than 2 months in advance of a campaign, while 20% purchased Internet inventory 2-3 months prior to the campaign.

70% of media buyers and planners surveyed reported that they commit to inventory purchases only three months or less in advance, according to Deutsche Bank. 50% of the respondents reported purchasing online media less than 2 months in advance of a campaign, while 20% purchased Internet inventory 2-3 months prior to the campaign. An additional 22% reported making online buys 3-6 months in advance, and 7% said they bought Web media more than six months in the future.