Media Buying
Media buying encompasses the tactical execution of media plans through both traditional direct buying and modern platform-based purchasing. It includes negotiating and securing inventory across enterprise channels (TV, OOH, print) while managing campaigns through self-serve platforms (Meta, Google, TikTok) and programmatic DSPs. Modern media buying requires expertise in both relationship-based deal making and automated optimization across multiple buying platforms.
Definition
Media buying encompasses the tactical execution of media plans through both traditional direct buying and modern platform-based purchasing. It includes negotiating and securing inventory across enterprise channels (TV, OOH, print) while managing campaigns through self-serve platforms (Meta, Google, TikTok) and programmatic DSPs. Modern media buying requires expertise in both relationship-based deal making and automated optimization across multiple buying platforms.
Examples
Managing upfront TV and streaming deals with major networks
Executing social campaigns across Meta, TikTok, and Snapchat platforms
Operating programmatic campaigns through DV360 or The Trade Desk
Optimizing search campaigns across Google and Microsoft platforms
