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Uncommon enough that I need you to explain what you mean by “principle media buying”
Oh. I’ve heard of this! But, in passing. Agencies buy media and resell it to clients at a markup, taking the profits in between. Super slimy. I was a media buyer at various agencies and I’m not entirely sure it I ever took part in this.
Buying and then reselling the media. It happens more than you think, but it is not nefarious unless they lie to a client about it.
A media agency takes on the risk of not being able to resell it, and can offer it at a discount to the market rate. Think $100 of media bought at $80 and sold for $95.
Almost a decade in media and never heard of an agency doing this….
Very surprising. Do you have an investment group?
Publicis has an entire agency dedicated to this: http://apxexchange.com/
Yes and OMNET at omnicom
Usually it's heavily "transparent" in the sense that there's numerous stages for clients to opt in/opt out. Haven't done it myself, but been in the room when it's been (unsuccessfully) pitched to clients