An example budget allocation process may include: determining how to allocate a budget among different content distribution mechanisms, and generating a graphical user interface showing allocations of the budget among the different content distribution mechanisms, where the graphical user interface includes elements to vary the allocations, and where the elements are movable to trigger variations in the allocations. The example process may also include: receiving an input from the graphical user interface; determining a reallocation of the budget among the different content distribution mechanisms based on the input; and updating the graphical user interface using the reallocation of the budget among the different content distribution mechanisms. The graphical user interface may be updated so that at least some of the elements and information relating to the content distribution mechanisms reflect the reallocation of the budget.