A Call: Principal Media Case Studies
June 4, 2024
By Bill Duggan
The Association of National Advertisers (ANA) recently released a study (“The Acceleration of Principal Media”) revealing that when it comes to buying media, ad agencies are increasingly acting as principals rather than agents. That means they actually acquire the media — therefore becoming the owner, or “principal,” of that media — and resell the media to their clients.
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Courtesy of The Association of National Advertisers
