Someone has to secure the space. Media buying is the practice of purchasing ad placements across television, radio, print, outdoor, and digital channels. It follows media planning, which decides where to advertise. Buying makes it happen at the best possible price.

Negotiation is central. Buyers push for lower rates, bonus spots, and favorable positions. A skilled buyer can stretch a budget ten or twenty percent further than a novice, which is why agencies guard their trading desks closely.

What buying involves

• Requesting rate cards and proposals
• Negotiating terms and added value
• Issuing insertion orders
• Tracking delivery and reconciling invoices

Programmatic buying automated much of the routine work. Human buyers now focus on strategy, premium inventory, and complex deals that software cannot handle alone.