This is a good point, and you're right that some brands work this way. I've worked agency and in-house, and most of time I've worked without budgets, just tryi

This is a good point, and you're right that some brands work this way. I've worked agency and in-house, and most of time I've worked without budgets, just trying to maximise volume at a particular CPA. More brands are moving this way, but a few do still just stick to fixed budgets.