Proprietary Media – Best Practice for Advertisers

mediasense presents the inaugural short-form report in its new Insights series, exploring proprietary media – where agencies buy inventory with their own capital and resell it to clients. The report offers an objective perspective on its growing importance, benefits, and best practices for advertisers.

Key Takeaways: 

• Proprietary media offers clear advantages: Benefits span advertisers, agencies, and media owners, with key contractual elements and future trends highlighted.
• Common misconceptions are challenged: Proprietary media is not remnant inventory, but a valuable opportunity when understood correctly.
• A practical planning tool emerges: A checklist and framework help advertisers engage confidently in proprietary media agreements.

Proprietary media – also referred to as Principal Media – is a model where media agencies purchase inventory using their own funds and resell it to clients. This practice has sparked ongoing debate for more than a decade, cantered around transparency, value, and the evolving role of agencies in media trading. mediasense’s latest Insight report dives into these conversations with clarity and context.

Over time, proprietary media models have evolved significantly. In some cases, they’ve even given rise to innovative media products offering unique benefits to advertisers. As the volume and value of proprietary media continue to increase, it’s timely for advertisers to have an objective guide – to understand both the opportunities and the practical governance required.

This first report in the mediasense Insights series equips advertisers with an updated understanding of proprietary media – its advantages, contractual essentials, and what lies ahead in 2023 and beyond. It’s a resource designed to ensure that brands can benefit from these models in a controlled, transparent manner.

Report Highlights:

Updated Understanding of Proprietary Media Benefits 

• Outlines how proprietary media can deliver value to advertisers, media owners, and agencies alike, beyond traditional trading arrangements.

Contract Essentials Checklist 

• Includes must-have terms to ensure transparency, fair pricing, and safeguards for advertisers when entering proprietary media agreements.

Looking Ahead – What’s Next in This Space 

• Offers a forward-looking view on how proprietary media might develop throughout 2023 and beyond, helping advertisers stay ahead of trends.