A World of Pain: How Principal Media Is a Game Where Everyone Loses

Fri, 25 Apr 2025 00:00:00 -0400
Knowledge Partners

This paper takes a deep dive into principal media, where media agencies and their associated parties buy media to re-sell it to their clients. The overall conclusion is that principal media is damaging to all parties who participate in it; the advertisers, media agency groups, and media owners/vendors.