On the other side of the equation is the SSP, where sites and networks offering advertising space place their inventory. The advertising space is also called inventory, and it gets listed on the ad exchange through the SSP. Agencies may negotiate special agency fees if they can Media Buyer job commit to an agreed volume of work. They can negotiate rates for all their clients with individual media companies based on the quantum. Technically, media buying refers to the negotiation of the actual deal and doesn’t involve any decision-making or strategizing.

Launch and QA campaigns

• With data guiding the way, media buying moves beyond trial and error to create actionable success stories.
• With our handy media buyer job description template and real-world examples, you’re ready to make your next move.
• For more context, explore how media buying spans traditional methods like TV and radio, detailed in this article.
• A media buyer negotiates the prices for this space before the launch of the ads to guarantee a solid profit on both sides.
• Keep track of which websites they visit, whose social media pages they use, if they click on prior advertising displayed on that particular media source, and so on.

In other cases, you’ll create one order for each program in your Media Plan. As a result, you get a lot of extraneous information that confuses the buying process but don’t get the information you need to make media buying decisions. Unlike in the Media Planning process, where RFPs are used to generate ideas, the purpose of the RFP in the Media Buying process is more tactical – inventory availability, pricing, packaging, etc. It’s all about negotiating deals and securing advertising inventory.

How does media buying work?

Originally DoubleClick Bid Management, DV360 integrates seamlessly with Google Analytics and other Google products. So, if your team is already using those tools, this may be the right media buying tool for you. Now that you have a list of outlets, send them each a request for proposal (RFP). This document will include all your campaign details and ask vendors to respond with proposals that match your goals. The point is to give you a series of proposals to review so you can make decisions on where to place your ads.

Full-Stack Social Media Buyers

Currently, there are not many online course offerings for this specialty. According to data from DreamJob, the median salary of a media buyer is 60,000 rubles, which is comparable to the average salary of a traffic manager. The Bureau of Labor Statistics (BLS) projects a 4% decline in employment for purchasing managers, buyers, and purchasing agents from 2020 to 2030, potentially reducing about 19,000 jobs. This anticipated decline is primarily due to increased outsourcing and automation, reducing the demand for traditional purchasing roles. Media buying is an ongoing process, as even successful ads need periodic refinements.

Media Buyer Career Paths

Rex Gelb, senior director of paid advertising and affiliate marketing at HubSpot, says one of the biggest mistakes brands make is not thinking through their marketing goals. It also includes price negotiation Programming language and the appropriate placement of ads based on research to reach the right audiences considering the product, service and message being advertised. Most marketers already know that video marketing should be a key part of any modern marketing strategy. In fact, 93% of them already say they consider video to be a major piece of their marketing puzzle.

Types of Media Buying

It also found that only $0.36 of every $1 actually reaches publishers, making it clear that in-platform ROAS often masks inefficiencies. Using this method, media buyers contact publishers directly to negotiate ad inventory. They develop relationships with the publishers and communicate and/or negotiate with them whenever they need to place an ad. And prices for programmatic advertising are often set in a real-time auction. In an open auction, you have to be the highest bidder to win the advertising inventory. In other words, the core Media Buying job of negotiating prices and terms is eliminated.