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Media Buying 101: What It Is and the Process

October 27, 2025

Media buying is a key component that determines how successful an advertising campaign will be. When implemented well, it helps ads reach the target audience by controlling where, when, and how they appear.

Types of Media Buying

Media buying is a step in an advertising campaign that involves purchasing ad space on advertising platforms. The goal is to promote a brand by pushing ads relevant to a particular audience at the right time. Media buying is possible on traditional and digital ad platforms. It can include print media, TV, radio, websites, social media, or even apps.

Network Buying

The media planning phase is where the blueprint for the campaign is crafted. It involves researching the target audience, developing objectives and KPIs, estimating budgets, and determining the most effective media type.

Programmatic Media Buying

In programmatic media buying, the process is automated through the use of algorithms or AI. It involves purchasing ad inventories via real-time bidding (RTB), which could lower the cost of placing ads. Programmatic media buying also makes it possible to participate in multiple exchanges at once through demand side platforms (DSPs). Advertisers who want to reduce ad spending can use it to target audiences more

List Media Outlets

Direct media buying involves purchasing ad space directly from publishers. The negotiation process is done without automations so advertisers can have more control over ad placements. Direct media buys are still used in traditional media channels like TV and print. It works best for advertisers who want to gain visibility and build trust within a small community.