In advertising management, media buying is the procurement of media inventory. The media buying function negotiates price and placement for advertisements. Media buyers negotiate and purchase audience-targeted time and advertising space to convey a marketing message.
They consider station formats, pricing rates, demographics, geographic, and psychographics relating to the advertiser’s particular product or key performance indicator (KPI). All media inventory goes through phases of optimisation, which is dependent on budget, type of medium (radio, internet, TV, print etc.), target audience and targeting. Media buyers can purchase media inventory regionally or nationally. National media buyers might have to factor in considerations based on their particular geography.