A device obtains data, for a current media plan, that includes a cost adjustment factor, a duration of an unexecuted portion of the current media plan that is divisible into periods of time, and an unutilized budget, for the duration, that is divisible into budget portions based on the periods of time. The device generates a predictive baseline cost parameter by adjusting, by the cost adjustment factor, a baseline cost parameter of a previously implemented baseline media plan. The device predicts cost metrics for the current media plan using the predictive baseline cost parameter, and predicts performance metrics for the current media plan based on the cost metrics and predictive baseline cost parameter. The device determines target cost per point (CPP) values for the current media plan based on the cost metrics and performance metrics, and causes an action to be performed based on the target CPP values.