Media wastage can occur at every stage of the media investment process, from planning and buying to delivery, measurement and agency governance. While some costs are essential to delivering effective campaigns, others result from inefficiencies that reduce media value without improving outcomes.

ECI and ISBA have created this practical guide to help advertisers identify which sets out ten questions advertisers can ask their agencies to uncover avoidable media wastage, improve transparency and strengthen accountability. It provides a framework for more informed conversations and better media investment decisions.