#principal-media

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#media-buying #advertising-transparency #agency-client-relationship #wpp #ai-compute-costs
Media industry
fromDigiday
6 days ago

'Be an engineer to understand the engine': Why consultant Nick Manning thinks principal media is anti-marketer

Principal media-buying practices create conflicts between agency interests and client needs, undermining transparency and effective advertising.
Media industry
fromDigiday
4 weeks ago

Bold Call: AI compute costs are the future of the upfront... and principal media

AI compute costs represent a new unpredictable expense for agencies, requiring novel billing models where agencies buy tokens in bulk and pass variable costs to clients through subscriptions.
Marketing
fromDigiday
1 month ago

Future of Marketing Briefing: The mental gymnastics of principal media

Marketers must treat agencies as commercial counterparties rather than fiduciary agents, and choose to restrict, accept, or contractually constrain principal media activity.
Marketing
fromDigiday
2 months 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.
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