Reviewing Proposals as a Buyer

Overview#

When someone sends you a Tap proposal — typically an agency, a media partner, or a colleague — you'll receive a link. The proposal page has everything you need to evaluate the campaign in one view: platforms, audience, pricing, and schedule.

This guide walks through what you'll see and how to act on it.

You don't necessarily need an account#

Most proposals are shared "anyone with the link" — you can view and read the full plan without signing in. To respond (approve or reply with comments) you'll need to sign in or create a free account.

If you sign up via a proposal link, Tap creates a free Client account for you — read-only access to proposals sent to you. You can apply payment methods, manage creative, and approve plans, but you can't use the AI planner or browse the marketplace yourself unless you upgrade.

What you'll see#

• Campaign name and advertiser — who the plan is for
• Campaign dates — flight window
• Reach / impressions — estimated audience across all line items
• Total investment — full cost including any agency commission (if your media partner has chosen to show it)
• Plan detail — every line item with platform, format, dates, audience, cost, and rate type (Book now or Planning)

Reviewing the line items#

The line item table shows:

• Platform — the supplier (e.g. a specific TV station or network)
• Placement — where the ad runs in the platform's programming
• Format — the ad format (e.g. :30 spot)
• Dates — when the line item flights
• Audience — estimated reach for the line item
• Cost — line item investment
• Rate type — green badge for Book now (locked under the Supplier Guarantee) or blue for Planning (confirmed at activation)

Replying with comments#

Every proposal has a built-in chat thread. Use it to:

• Ask questions about specific line items or pricing
• Suggest alternative dates, formats, or markets
• Coordinate next steps

On mobile, the chat opens as a drawer; on desktop it slides in from the right. Messages are visible to everyone with access to the proposal.

There's no "Decline" button — if the proposal isn't right, Reply with comments and the sender can revise.

Approving#

When you're ready to move forward:

Agency commission#

If the proposal includes an agency commission and the sender chose to show it, you'll see:

• Media cost — base cost of the placements
• Agency commission — percentage fee
• Total investment — combined

If commission isn't shown, the total investment is the full amount.

Proposal expiry#

Proposals can have an expiry date. Once expired, you can no longer approve or reply. Contact the sender for an updated proposal.

Need help?#

Use the chat on the proposal page to message the sender directly. For general help with Tap, see the other guides in this section.

Next steps#