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The Web planner's role is to coordinate different campaigns across various traditional media on the Web. This skill is somewhat like that of a project manager who must develop a media plan. They maintain a schedule of various planned advertising insertions, whether for the website, social networks, or other online advertising space purchases. They may also handle physical and print media if no one else is in charge. Depending on the objective, the Web planner chooses the best strategy to implement. Since it's a profession primarily exercised for the Web, basic knowledge of computing and digital technology is necessary to fully understand the job's challenges. The brand will decide which product to highlight, and the Web planner will then choose the strategy that best suits the different communication channels. In practical terms, the Web planner acts as a link between advertisers and advertising space sales agencies. Since they plan and take charge of the strategy, the Web planner must also anticipate and prepare a budget for advertising campaigns. They calculate the profitability of each communication action for the Web. The Web planner can work in a communication agency, event planning, web agency, but also as a Freelancer for the advertiser. In any case, the Web planner has a key role in a company as they are inevitably linked to the digital acquisition part. A true strategic lever in business.