Principal Media: Friend or Foe?

Wed, 02 Apr 2025 00:00:00 -0400
Pulse

Principal media has been getting increased attention in the U.S. More than ever, advertising agencies are acting as principals rather than agents. That means they acquire media — therefore becoming the owner, or “principal,” of that media — and then resell the media to their clients. The purpose of our work was to increase awareness and help educate marketers so they can make informed decisions about the role of principal media for them.