Understanding Usage and Attitudes on Broker/Agent Versus Principal Media Buying Models

The ANA and Evergreen Trading partnered on research to understand usage and attitudes on the media buying models of broker/agent versus principal.

For decades advertising and media agencies have acted as brokers/agents for their clients. An agent is authorized to act on another’s behalf, with their best interests in mind and in a transparent manner. Increasingly, agencies are now offering services where they (or their affiliates) suggest that they are acting as “principals” rather than brokers/agents. That would mean they purchase media in advance of client demand and achieve lower rates that enable them to re-sell the media to their clients at a non-disclosed profit. If they are unable to sell the acquired media, they suffer the loss.

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Courtesy of The Association of National Advertisers