---
title: "What Every Media Buyer Needs to Hear in 2023"
description: "Samir joins Kenny on The People of Digital Marketing on the mistakes that stall ad spend, why brand budgets are non-negotiable, and how attribution is shifting."
author: "Samir Balwani"
published: 2023-04-10
canonical: https://www.weareqry.com/blog/what-every-media-buyer-needs-to-hear-on-the-people-of-digital-marketing
categories: ["Brand, Growth & Funnel Strategy"]
---

# What Every Media Buyer Needs to Hear in 2023

Kenny invited me to join him on "The People of Digital Marketing" podcast. It was an amazing conversation. Here's what we talked about:

- The [common mistakes that hold back brands from scaling ad spend](/blog/5-common-mistakes-agencies-make-that-hold-back-your-brand) effectively.

- Why paid media budgets MUST include an allocation for [brand awareness campaigns](/blog/the-importance-of-brand-awareness-for-ecommerce-success).

- How to approach [ad testing and experimentation](/blog/do-you-have-a-learning-agenda-for-your-advertising) in a strategic way (don’t use the “shotgun” approach).

- [Why is high ROAS not always a good thing](/blog/why-a-high-roas-is-not-always-good)?

- Why is cash flow management the #1 killer for most e-commerce businesses?

- How do we incorporate unexpected events into media forecasting?

- How [marketing attribution](/blog/ultimate-guide-to-marketing-attribution-for-paid-media) will cause the most challenges for brands in 2023.

![](https://cdn.sanity.io/images/41gjzj83/production/ab3f6c0d85648aab5eb5788e5c316806798fe02b-1024x393.png?w=1600)

Check out the [entire episode here](https://www.kennysoto.com/podcast/samir-balwani-every-media-buyer-episode-116/).