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Buy your own media or ones you get the biggest kick back on and pretend it was for strategic reasons.
It's that it's not actually about strategy, it's about buying media that the clients understand (which is why tv is still so shockingly dominant in media buys) and/or anything that "stacks" impressions, like worthless display placements and using "networks" to "extend" reach.
It has nothing to do with achieving the goals of the client or creative work, it's about what the clients like and makes them look good internally
Spend more money capturing the ads in the wild.
That opportunity exists to tailor delivery to audience and context,