Media buying can sound complicated if you’re new to digital marketing. But once you break it down, it’s really about one thing: getting your ads in front of the right people at the right time for the best price. Below, we’ll answer the most common questions about media buying in a simple way.
What are media buying agencies?
Media buying agencies help brands get their ads placed in the most effective spaces—online and offline. They act as intermediaries between advertisers and platforms or publishers. Think of them as experts who know where your audience spends their time and how to reach them efficiently.
What do media buying agencies do?
They handle everything from planning and budgeting to negotiating rates and launching your ads. Their job is to make sure your ad dollars go as far as possible. That includes choosing the proper channels, managing campaigns, tracking performance, and adjusting strategies to improve results.
How do media buying agencies work?
Most start with a discovery phase, where they learn about your goals and audience. Then they plan out a strategy, produce ad creatives, select platforms, and use tools or direct relationships to buy ad placements. Once your ads are live, they monitor performance and tweak campaigns based on what’s working.
What are media buying services?
These are the tasks and deliverables a media buying agency or specialist provides. Common services include:
- Audience research
- Channel and platform selection
- Media planning and budgeting
- Campaign setup and scheduling
- Bid management and optimization
- Performance analysis and reporting
Some agencies also offer creative production and strategy support as part of the package.
What are media buying platforms?
Media buying platforms are tools used to purchase advertising space. These include:
- Google Ads
- Meta Ads Manager (for Facebook and Instagram)
- TikTok Ads Manager
These platforms allow advertisers to target specific audiences, set budgets, and launch campaigns either manually or programmatically.
How does media buying work?
At its core, media buying is about identifying where your ideal customers are, choosing the right places to reach them (websites, apps, social media, etc.), and buying space to display your ads. Today, much of this is automated through programmatic advertising, which uses data and algorithms to purchase ad placements in real time.
What are media buying tools?
Media buyers use a variety of tools to plan, execute, and measure campaigns. These include:
- Ad tracking and analysis tools like Keitaro Tracker
- Analytics tools like Google Analytics
- Competitive research tools like Similarweb
- Bidding and buying platforms like DSPs
- Campaign management dashboards for reporting, analysis, and optimization
Even spreadsheets and custom dashboards are still widely used for tracking performance and pacing budgets.
Who is a media buyer?
A media buyer is the person responsible for purchasing ad space. They analyze campaign goals, negotiate deals or set bids, select platforms, manage campaigns, and optimize results. Depending on the setup, they may work in-house for a brand, as part of an agency, or independently.
How to become a media buyer?
Here’s a typical path:
- Learn the basics of marketing and advertising, either through a degree or self-study.
- Get hands-on with platforms like Google Ads, Meta Ads Manager, and tools like Keitaro Tracker.
- Learn how to read and interpret campaign data.
- Run small campaigns to build experience.
- Apply for entry-level positions at agencies or brands.
Certifications from Google or Meta can boost your credibility and show employers that you’re serious.
Where to learn media buying?
There’s no shortage of resources. You can start with:
- Free courses from Google Skillshop, Meta Blueprint, or TikTok Academy
- Paid programs on platforms like Coursera or Udemy
- Forums and communities
- YouTube channels and blogs run by experts, like Keitaro Tracker Blog and Keitaro Tracker YouTube Channel
- Internships or freelance gigs for real-world experience
Practice is key. Nothing beats running actual campaigns and learning from the results.
What is digital media buying?
Digital media buying is the process of purchasing online ad space. That includes everything from display ads on websites to sponsored posts on social media and video ads on platforms like YouTube. It offers more precise targeting, better tracking, and more control than traditional advertising.
Who is an internal media buyer?
An internal media buyer works directly for a brand or company, rather than for an agency. They manage all the paid campaigns in-house and are deeply involved in the brand’s overall marketing strategy. This role often includes close collaboration with product, content, and design teams.
Who is a social media buyer?
A social media buyer specializes in running paid campaigns on platforms like Facebook, Instagram, TikTok, LinkedIn, or Snapchat. They know how each ad platform works, what types of creatives perform best, and how to structure campaigns to hit specific goals, like increasing traffic, generating leads, or boosting sales.
Do you have a question about media buying? Drop it below and we’ll be happy to answer!
