Using Principal Media Requires a Keen Eye

By Chuck Kapelke

“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 a growing aspect of client-agency relations that marketers must approach gingerly. According to “The Acceleration of Principal Media,” a report released in May of this year from the ANA, principal media can result in lower costs, greater access to inventory, and other benefits for clients, but it is also riddled with nettlesome issues that include potential conflicts of interest, loss of full audit rights, and low-quality inventory.

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Courtesy of The Association of National Advertisers