Optimizing Media Buying Amid Rapid Change - Virtual

Seats are limited and confirmation of attendance will be required in advance of the session.

The explosion of new data sources and platforms for where and how to spend precious marketing dollars can seem overwhelming for media buyers and their clients. As one media buyer stated in a recent Reddit post: "One of my biggest frustrations is the lack of control – [with] so many variables [it] sometimes feels impossible to manage as a media buyer." Media buyers and their clients need to make the most effective choices on the right business partners and approaches on business intelligence, platform distribution, and technology.

The workshop begins by examining the foundational shifts in the media business, including the increasing complexity of the media landscape, fragmentation of audiences, and the consolidation of ad spending among dominant platforms, while highlighting how media buying goals have evolved from broad reach to targeted performance. It then guides participants through the entire media buying process, from strategic planning and audience segmentation to execution, optimization, and post-campaign analysis, covering key concepts such as funnel strategy, buying models, budget allocation, and vendor negotiation. The final sessions focus on the mindset and skillsets needed to succeed in today's environment, including technical certifications, AI fluency, and negotiation mastery. They also showcase how leading companies are leveraging AI and first-party data to drive speed, agility, and measurable business outcomes across the media buying lifecycle.

Led by a seasoned executive, strategic advisor, and thought leader, this virtual workshop is highly interactive and designed for hands-on learning. Participants will engage in team-based exercises, collaborative discussions, and real-world case studies that reinforce key concepts and encourage peer exchange. In a very complex media buying environment, with ever-increasing demands made on media buyers as well as their clients, this workshop will help participants differentiate themselves and their teams in the marketplace.

Target Audience
This workshop is best suited for junior-to-mid-level marketers who have had exposure to leveraging insights to define audience profiles but are newer to media planning and buying.

Specific roles that will benefit from this workshop include:

• Assistant Media Planners
• Media Planning Coordinators
• Junior Media Buyers
• Assistant Media Buyers

Download the full benefits here

• Setting the Stage (10min)
• Media Business Today (30min)
• The Media Buying Process (45min)
• Break (5min)
• Media Planning/Buying Exercise (30min)
• Media Buyer's Toolkit for Success (40min)
• Leading Innovations in Media Buying Today (10min)
• Lessons Wrap Up/Closing (10min)