If PPC is a line item on your media plan, you're not very good at it
Biddable media is not the same as traditional media. You do not do deals, buy it upfront and report on the results later.
In AdWords, for example, you bid on trillions of different data points in a live auction.
So why do I keep seeing PPC as a line on the media plan? It’s a nonsense that weeds out the amateurs.