Media buyers purchase advertising space and time, from TV spots and billboards to programmatic display, connected TV, audio and social ads, at the best price for the right audience. Media planners decide where ads should run; buyers negotiate and execute the purchases and optimise delivery. In digital, the two roles often merge.
What media buyers do
- Translate campaign goals into a media plan with planners.
- Negotiate rates and placements with publishers and media owners.
- Set up and manage campaigns in buying platforms (DSPs, social and search platforms).
- Monitor delivery, pacing and performance.
- Optimise placements, audiences and budgets.
- Reconcile invoices and report results.
Channels
| Channel | Buying approach |
|---|---|
| TV and connected TV | Negotiated deals, increasingly programmatic for CTV |
| Digital display and video | Programmatic via demand-side platforms |
| Social | Self-serve platforms (Meta, TikTok, LinkedIn, Snap) |
| Audio and podcasts | Direct and programmatic |
| Out-of-home | Direct and programmatic digital billboards |
| Retail media | Ads on retailer sites and apps |
Key metrics
CPM (cost per thousand impressions), reach and frequency, viewability, CTR, CPA, ROAS, and brand lift for awareness campaigns.
Skills you need
- Negotiation and relationship management.
- Analytical skills and Excel.
- Platform expertise (DSPs, social ads managers).
- Understanding of audiences and media consumption.
- Attention to detail on budgets, pacing and invoicing.
- Knowledge of brand safety and fraud prevention.
Agency vs in-house
Most media buyers start at media agencies, buying across many clients. Larger brands increasingly bring some buying in-house, especially digital and programmatic.
Pay
Media buyers are counted among marketing specialists (median $78,760 in May 2025); advertising and promotions managers earned a median of $133,660 (BLS).
Career path
Media assistant/executive → media buyer/planner → senior buyer → media manager / account director → head of media or investment director.
How to start
- Apply to media agency graduate schemes.
- Learn a social ads platform and programmatic basics.
- Build Excel and data skills.
- Follow media and advertising industry news.
Related: performance marketing career and PPC specialist career.
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FAQ
What’s the difference between a media planner and a media buyer?
Planners decide the strategy and channel mix; buyers negotiate and execute. In digital, one person often does both.
Is programmatic buying technical?
Moderately: it requires platform skills, data understanding and troubleshooting.
Is media buying a good career?
Yes for analytical, commercial people who like negotiation and fast-moving advertising markets.
