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How they are viewed in the marketplace, any unique offerings or capabilities that make them better than a powerhouse like Google, any special discounts or rates, integrations with brand safety and measurement partners.
Unique legitimate inventory with a specific audience that aligns to my goals
Anything.
Rates - is it cheaper
Audience - is it new reach, or new frequency. Both can be good.
Content - is it the right context, or more brand safe, or does that matter at all
Data - can they use my data, or do they have potentially better data than others?
Learning - do they help me learn something? Maybe they are similar to another partner but might perform better.
Added value - can they give me production, or research?
What r you trying to achieve with media, and how do all your media partners contribute to that and/or overlap and how will adding this to the mix impact that. Etc