Digital Media Buying 101: What It Is, How It Works? And Platform To Use

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Have you ever wondered who’s behind the banner advertisements on the websites you frequent most often? What about do you know who is behind those Super Bowl ads we talk about for weeks after the ads have been broadcast? The answer lies with media buyers.

When a brand receives an advertising budget, part of it usually goes to paid advertisements. It is where media buying is a factor.

It’s not a topic of much interest in the world of marketing. However, this process is the reason behind the specialized advertisements that we see in the present.

Let’s get into this process so we are at the receiving of the.

What are the media buying options?

Media buying is acquiring advertising sites and time on online and conventional platforms, incorporating radio, YouTube and websites and TV. Media buyers are also accountable for negotiating with publishers regarding ads, managing budgets, and maximizing ads to boost campaign performance.

When watching a television show or browsing websites, media buyers help get their brands to their targeted audience.

It’s unlike social media, where users can find you. It’s an outbound approach that is only successful with a carefully designed strategy. One CEO claims that One of the major errors companies make is not thinking about their goals for marketing.

“Some ads might be suitable for one kind of goal; however, they are not suitable for another. Suppose you’re an airline company focusing on awareness and impressions instead of an immediate sale. In that case, you can purchase an ad known to generate cheap impressions,” he explained.

He continued, “Now let’s imagine you’re a CEO wanting to launch a ‘letter for our clients.’ In this scenario, you’ll be concerned about the cost of clicks. Purchasing cheap impressions, which was logical in the previous instance, will no longer help achieve your goals.”

Media planning is a crucial step that helps you create the prefer of your ads.

Media buying can be performed in two methods:

  • Direct purchase media buyers establish connections with publishers to discuss ad inventory, e.g., working with a newspaper to get an advertisement placed in the forthcoming issue.
  • Programmatic purchaseThe process of buying is carried out using technology that is automated.

Media Buying vs. Media Planning

Media buying and planning are both part of the same category, but they are two distinct procedures. Media buying is focused on obtaining the highest number of impressions from the correct people at the cheapest price; media planning concentrates on the plan behind the campaign.

In the planning phase, you will determine which media type is most effective for reaching the desired target audience. Once media planning is completed, then media buying follows. It’s important to remember that media planning isn’t only used for advertising. It’s also for any media a company puts out.

The task could be performed by the same individual or a team in small or medium-sized companies.

The way Digital Media Buying Works

Digital media buying, or programmatically buying impressions, can be automated. Negotiations still occur; however, they are executed faster using open and private marketplaces.

The conventional approach, however, involves negotiation and relationship development with publishers.

Three components are part of this buying structure that is automated:

  • Demand-side platform (DSP)where advertisers and agencies create their campaigns, bid on the inventory of ads, and optimize their advertisements concerning their performance.
  • Supply-side platform (SSP) where publishers sell their inventory of ads. It’s the publisher’s version of DSP.
  • Advertisement exchange marketplace:  where publishers and advertisers buy and sell advertising inventory via real-time bidding (RTB).

It’s not the only method to buy impressions. You can also use personal marketplaces, where advertisers limit those who can experience in auctions. Another option is direct-to-program, where advertising inventory is offered at a fixed price per 1,000 impressions (CPM) without bidding.

What are the ad networks? These platforms combine the inventory of ads from different companies and then match it with the needs of advertisers, serving as intermediaries. Think of Google Adsense as well as Facebook, the Audience Network.

Digital media buying is cost-effective and enables teams to concentrate on the performance of ads instead of the back-and-forth negotiation. However, with the latest restrictions on cookies and Apple’s AppTrackingTransparency (ATT) rollout on iOS 14, it’s unclear how that will affect the media buying space.

Nevertheless, with the most recent confinements on cookies and Apple’s ATT (AppTrackingTransparency) rollout on iOS 14, it’s vague how that will influence the media buying area.

“With the coming release, Apple will be asking every user for permission to track their movements when they launch an app, and even the largest ad networks like Facebook aren’t exempt from this,” said CEO. “Many iOS users will opt out, which could be detrimental regarding targeted ads and conversion tracking.”

“Nobody is sure of what the effect will be like,” he added, “but we, as a business, are keeping our fingers crossed and hoping for the most favourable outcome.”

Media Tips to Buy


Before you begin your advertising campaign, you’ll need to determine a few things. The first thing to consider is your marketing campaign’s objective. Do you want to improve brand awareness, social media engagement, or web traffic? Affixing your team to a single objective will allow you to focus your efforts and help you track your campaign’s results.

It brings us to key indicators of progress (KPIs). They will be required to track your campaign and decide whether any changes must be implemented. In addition, your campaign will require an estimated budget. If it’s a lengthy campaign, you can set an annual budget.

These actions are generally taken during the planning stage of media. In some instances, media planners may also be responsible for purchasing advertisements.

Find your target and how you can find them

The next step is to decide whom the campaign should target and what networks best suit them.

For example, suppose a company geared towards health and veganism plans to launch an advertising campaign next quarter. They would like to target health-conscious vegan customers. Marketing may announce YouTube videos featuring vegan-friendly content, nutrition and fitness websites, and even recipes and cooking pages.

Read more: What is Automated Inventory Management System And How it Works.

When purchasing media, you can target your viewers based on their device, location, behaviours, interests, web browsers, etc.

Start your campaign.

This process will vary based on the media buying platform you’re using.

When you typically use the DSP, you’ll enter your campaign’s details, like the type of campaign budget, creative assets, target audiences, and bidding strategies. Once this process is finished, the only thing left to do is launch the campaign and sit back and watch the results show up.

Read more: How To Start A Pet Blogging And Make Money Online.

If you’re going for the direct route, the process will be a collaboration between your team and the account manager of the publisher.

Monitor the results and improve.

The most thrilling (and perhaps the most frightening) aspect of launching an advertising campaign is monitoring its effectiveness.

Once it’s launched, it is possible to begin collecting information about your ads’ performance. At that above fact, it is essential not to make conclusions too fast. Collecting enough information to give you the complete picture before changing gears is important.

Suppose they launch an ad campaign using the same vegan dessert manufacturer on Google’s Ad Network. They’re making use of two static images and a video advert. After a week, they realize that video ads are far exceptional to banner advertisements. The media buyer may allocate funds to this advertisement type and location since it generates better results.

Media buyers’ job is to maximize the potential of an ad and stay within budget. Therefore, modifications can be made throughout the ad campaign if an advertisement isn’t meeting expectations.

The Best Digital Media Buying Platforms

Google Display & Video 360

google 360

In Google’s Google Marketing Platform, you can find Display & Video 360. The original version was DoubleClick Bid Management; DV360 works seamlessly with Google Analytics and other Google products. In spite of your business’s earlier utilization of these implements, this might be the perfect media purchasing solution for you.

Five modules are included in DV360 to make your campaign, manage your audience and imaginative resources, analyze the information you collect, and get access to promoting inventory from the best publishers. It moreover permits automated bidding and custom targeting utilizing third-party and first data, streamlining focusing on the proper target audience.

The platform permits promoters to connect with users through sites, YouTube, and TV.

The trade Desk 

the tradedesk

If you’re seeking out for access to best publishers, The Trade Desk is one place you’ll ought to visit.

The platform is home to promoting inventory from some of the biggest publishers, such as Spotify, ABC, Wall Street Journal, and ESPN.

One of the key traits is its AI-driven “Koa,” which uses information from more than 600 billion day by day inquiries to decide the foremost productive and economical way to conduct your digital marketing campaign. It too has cross-device focusing on capabilities. Trade Desk too has cross-device focusing on capabilities that will maximize the reach of your campaign.



AdColony permits brands to reach clients of mobile apps on both IOS as well as Android.

The platform can offer a assortment of video formats and areas that incorporate full-screen intelligently banners and interstitials. It allows marketers to test with diverse formats to decide what works best.

AdColony too offers over 90K direct app integrations and an assessed 450 million clients.

Amazon DSP

amzon dsp

Every minute you accept that Amazon has come to its greatest within the market, it launches another vertical.

ACCORDING TO An article FROM Ad EXCHANGER, Amazon DSP is among the foremost habitually utilized DSPs by sponsors and brand organizations. With this DSP, you’ll connect with clients on Amazon-owned sites such as Audible and IMDb, as well as other Amazon accomplices.

Brand security is additionally a need to guarantee that advertisements aren’t set in potentially dangerous or improper areas.



Wallester Business streamlines campaign expense management by providing a user-friendly framework and app. The service lets you create physical and virtual credit cards through separate accounts with flexible day by day and monthly limits.

You’ll too make cost reports in CSV, Excel, or PDF formats, include others to your account, and assign them to specific campaigns or cards.

Through Wallester Business, you’ll be able remain clear of fizzled transactions on platforms such as Meta, TikTok, Google, Twitter, Mailchimp, and others. New clients can experience the service by enrolling the primary 300 virtual cards without charge.



AdCritter could be a DSP designed for small and medium-sized companies.

Read more: How to Create Your Own Customized Short Blog URL.

The platform incorporates an advertisement producer and an array of templates designed by the platform for companies missing their design resources.

With AdCritter Media, buyers can moreover select the websites they appear on to guarantee the intended audience sees their advertisements.

They can also reach out to people based on demographics and behaviours.

Adobe Advertising Cloud


In 2017, Adobe introduced an extremely powerful DSP to integrate into Adobe Audience Manager and Analytics.

Like Google, Adobe’s platforms are integrated seamlessly, making collaboration much easier and cross-data analysis more efficient.

Adobe also comes with powerful optimization tools for performance to maximize the return on advertising spend (ROAS).

Verizon Media

If this is you, then any mention of Verizon immediately triggers ” Can you hear me now?” to mind.

It turns out that Verizon offers more than just cellphone coverage. For 2019, the company revealed that their DSP resulted in an average 71% more conversion rate for campaigns when in comparison to third-party segments.

Read more: Best Sales Tools to Boost Your B2B Sales.

The platform employs multichannel strategies to reach customers, including digital out-of-home advertising (i.e., billboards and ads on cars) and streaming platforms for audio and connected TVs.



This platform can access an extensive range of top retailers, which makes it a fantastic DSP for companies who wish to get in touch with shoppers on the Internet. Think Best Buy, CVS Pharmacy, Macy’s, and Kohls’s.

They rely on first-party information instead of third-party cookies to improve ads and decide on the most appropriate timing and location to attract consumers.

Criteo’s attribution models are flexible and help with data analysis for teams.



If your business is involved in the cannabis, alcohol, gambling, or cannabis industry, it may be difficult to understand advertising rules and compliance guidelines. StackAdapt helps brands fortify their messages and overcome impediments.

The foremost vital highlights incorporate dynamic retargeting, machine-learning optimization, and cross-device capability.



AcuityAds’s most noteworthy highlight is its basic interface.

With this DSP, the group can make a storyboard for any campaign and visualize the consumer’s journey.

Drag-and-drop is an alternative that creates it simpler to plan the media process. AcuityAds too comes with a journey map, permitting companies to see how their campaigns run quickly.

Certain DSPs offer pre-segmented ad audiences, but this could be limited based on who you’d like your team to target. provides custom targeting options to ensure precision.

The platform also encourages transparency in the cost of analytics and costs. Marketers can view a complete overview of where their ad dollars are being spent and how much is going to platform fees.

Another notable feature of is the ability to localize to reach audiences at the highest level.


adelphic dsp

If customer service is important to your company, you should consider Adelphic. This multichannel DSP has the highest customer satisfaction rate, more than 95 per cent.

Unlike the other DSPS, Adelphic provides a adaptable pricing structure. Media buyers pay a monthly set fee to use unlimited content.

Other features include advanced tools for reporting along with data integrations.



With Amobee, creating digital campaigns across multiple platforms, devices, and browsers is possible.

This DSP detects potential consumers by a person by using their identity graph, dubbed “Amobee ID.” Marketers can use this tool to predict their campaigns’ performance across multiple channels and devices.

Read more: Best CRMs With OutLook Integration.

The system can obtain social media channels API for automated social media campaign.

Basis created by Centro


It has 11000 connection with the associations of about 9000 vendors and has biggest networks in the marketplace.

Basis’s artificial intelligence(AI) tool can analyze over 30 campaign parameters and provide suggestions on optimizing them to ensure the highest quality results. Basis can also be scalable that cater to big and small businesses.

Xandr Invest


Xandr Invest specializes in reaching people via connected TV ads.

The platform is built upon AT&T’s first-party data, allowing companies to create targeted marketing campaigns. Marketers can segment their customers based on the type of lifestyle, interest viewership, demographics, and intent.

Xandr also provides a stylish user interface to plan the launch, track, and monitor campaigns.



If your site has an online shopping cart or sign-up button, You should look at AdRoll. They’re the market leader in retargeting and have helped more than 120,000 brands turn visitors into buyers in the past fifteen years.

To meet the demands of online merchants, AdRoll has expanded its service to allow brands to interact with people they know and those they don’t through display advertisements, social media ads, and emails — the sole platform that can do this.

Thanks to  AdRoll HubSpot integration, it is possible to transfer your HubSpot emails directly to AdRoll, match your contacts with anonymous website users, and generate targeted audience segments.

AdRoll also integrates with all the top online stores like Shopify, BigCommerce, WooCommerce, and Wix, making it easy to get campaigns set up and running fast by loading your feed to make dynamic ads and emails. It will help you determine the most valuable visitors to focus on.

Wrapping Up

When purchasing media, there is no way that an advertising placement is ever accidental. When you start, it will require practice and mistakes, and the optimization procedure will resume all the campaigns. Once you’ve established an approach to follow and a logical system to monitor results, this will produce successful ads that achieve your goals in marketing.

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