How Forrester Reframed Principal Media for Marketers

Thu, 09 Jul 2026 00:00:00 -0400
Event Recaps

Principal media buying is moving from a whispered agency practice to a deliberate governance strategy as marketer adoption surges. Forrester VP and Principal Analyst Jay Pattisall says tighter contracts, spending caps, and consistent measurement could determine whether the model delivers savings without sacrificing accountability.