What Is Media Buying? Definition
Media buying is the purchase of advertising space and time, such as ads on websites, streaming services, social platforms and retailer networks, following a media plan.
How buys are made
Brands or agencies negotiate directly with publishers, buy through self-serve platforms such as search and social ad managers, or buy automatically through programmatic platforms. Buyers set bids, budgets, targeting and brand-safety rules.
What good buying includes
Clear pricing, verified delivery, viewability and invalid-traffic filters, and reporting that ties spend to results.
Related
Media planning decides what to buy. See 5W’s media planning and buying practice and the programmatic advertising guide.
Related terms: programmatic advertising, connected TV.
Related terms