Using Principal Media Requires a Sharper Eye

Fri, 02 Aug 2024 00:00:00 -0400
Trends and Technology

"Principal media," or when agencies purchase — or negotiate — inventory from media owners at bulk rates, then resell it to their clients at a markup, is taking off. In a recent ANA study, 41 percent of respondents expect to use principal media throughout the next year. But while offering myriad benefits to marketers, principal media is fraught with challenges, ranging from potential conflicts of interest to low-quality inventory.