#principal-media

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#agency-conflict #media-buying #marketing-governance #media-arbitrage #transparency #marketing-costs
Marketing
fromDigiday
19 hours ago

Future of Marketing Briefing: The mental gymnastics of principal media

Marketers must treat agencies as commercial counterparties rather than fiduciary agents, and choose to restrict, accept, or contractually constrain principal media activity.
Marketing
fromDigiday
1 month ago

Forrester's principal media report: It's here to stay, so wise up on how to use it

Principal media is here to stay and requires transparency to balance marketer cost relief, agency margin, and publisher revenue amid rising media costs.
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