#media-arbitrage

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#principal-media #transparency #marketing-costs #principal-based-buying #agency-incentives
Marketing
fromDigiday
3 days ago

Forrester's principal media report: It's here to stay, so wise up on how to use it

Principal media is here to stay and requires transparency to balance marketer cost relief, agency margin, and publisher revenue amid rising media costs.
Marketing
fromAdExchanger
3 months ago

How To Keep Agencies Honest On Principal Media Deals And Avoid Unaccountable Arbitrage | AdExchanger

Principal-based buying repackages long-standing media arbitrage; benefits occur when incentives align, but opacity and undisclosed markups create conflicts of interest.
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