media buying
The purchase of advertising space or time from publishers, platforms and broadcasters on behalf of an advertiser.
Definition
Media buying is the act of negotiating and booking advertising placements: television slots, radio spots, outdoor sites, digital inventory and social ads. A media buyer follows a plan, negotiates rates, places orders, monitors delivery and optimizes. It is distinct from media planning, which decides what to buy. Transparency matters: advertisers should know where their money goes, what fees the agency takes, and whether any volume discounts or rebates are passed on. Request regular reports directly from the platforms as well as the agency's summary, so you can compare numbers and spot discrepancies.
In a sentence
The agency handled media buying for the launch across video and search.
Ask whether the buyer acts as agent or buys on its own account.
