Display Network Planner — Buhi & Bramble

Run a $75/day display campaign for a small leather-goods e-commerce brand across six simulated weeks. Pick the audience, the CPM bid, and the frequency cap; build the exclusion list; choose how strict to set brand safety. Hit a viewable rate above 60% and a positive net value once assisted conversions and branded-search lift are credited; ignore the placement report and let the budget bleed into MFA and unsafe inventory. Teaches display vs. search economics, viewability, frequency hygiene, brand safety, and the underrated lever — placement exclusions.