News & Insights

In the Press: What is Principal Media?

A recent ANA report has discussed the practice of principal media, which is where agencies purchase media and resell it to their clients at a premium. Whilst it allows agencies to increase their profit margins from this premium, it raises transparency concerns among marketers, as agencies could be seen to be prioritising profit over their clients’ interests.

Digiday examines the various viewpoints around this practice and its implications for marketers, with commentary from Cyd Falkson, Client Director at MediaSense.

Read the full article here.

To learn more about the challenges and opportunities associated with principal media, you can download our Proprietary Media insight guide here.

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