/ Guide
How media buying works
Media buying converts strategy into booked or activated advertising inventory.
01
Brief and schedule
The buyer needs the planned audience, geography, dates, channel role, budget and required formats.
02
Availability and proposals
Suppliers or platforms provide available inventory, packages, forecasts or auction access. Options should be compared on quality and role, not price alone.
03
Negotiation and confirmation
Final terms should make clear the inventory, delivery basis, dates, price basis, production, cancellation conditions and any audience assumptions.
04
Delivery
Creative is supplied to the required specification, campaigns are trafficked or posted and proof or delivery reporting is collected.
05
Reconciliation
Actual delivery is compared with the plan. Differences, added value, underdelivery or makegoods should be documented where applicable.
Sources and review
Last reviewed 28 September 2026. Figures affected by current inventory, supplier data or regulation should be checked at the point of planning.
Next step
Not sure where to advertise your business? Tell us what you sell, who your customers are and roughly what you want to spend.