Trading looks at securing the most advantageous cost and quality positions across media investment, maximising value from both agencies and vendors and making sure media buying is driving a business outcome. This involves setting KPIs for media buying based on cost and quality and paying agencies for buying based on quality KPIs and business outcomes.

 

Consider how auction based buying techniques make the traditional pool audit and price benchmarking services redundant and how some advertisers are building up in-house buying capabilities to take control of buying decisions from their agencies.