As more websites come online every day, the webmasters who run them are looking to sell ad space.

2019 marks a significant milestone in digital advertising. It’s the first year that there will be more digital ad dollars spent online than in traditional advertising.

Do you know how to join the others and get in front of website visitors? Media buying can help you do that.

Keep reading to learn what media buying is and how you can get started.

What Is Media Buying?

Have you ever wondered how ads get picked out for display on the website? Do businesses reach out to the site owners and ask?

That’s one way to go about it. Media buying is the process of reaching out to websites to get space to buy ads.

Once you determine a price, the webmaster places your ad on their site for their audience to see.

This process can happen through individual outreach or through media buying networks with an inventory of webmasters who have signed their site up to sell ad space.

How Does Media Buying Work?

Making a successful media buy isn’t easy and takes a lot of work. You can expect a lot of testing before you find something that is successful. Here are the steps involved in the process.

Find an Ad Broker

If you aren’t reaching out to site owners yourself, you need to find an ad broker. They will have a  website to sign up on and have an inventory of many sites that they will put your ad on.

If you are a small agency, there is also media buying software for small agencies that can help you manage projects.

Set Up Your Campaign

Once you’re signed up on a platform, it’s time to create your first campaign. You will need a few items to get started.

  • Image banner for image advertisements
  • Headline text
  • Ad description

Once you have these, you can set up your campaign. Set your placement bid and you will compete with other businesses who also have bids in on the ad inventory.

Get You First Campaign’s Results

Once your campaign has run for some time, get the results of your campaign. Your report will be able to tell you if it’s working.

Make sure you learn which websites and demographics are giving you the most conversions.

Optimize For Conversions

Once you have your conversion data, you need to optimize your campaign. Create a new campaign that you target against websites and demographics that are giving you the best results.

This optimization should lead to a better ROI for your ad dollar.

Keep optimizing until you get the best results.

Do Your Research Before Starting With Media Buying

Media buying is a big world. There are thousands of websites out there that want to sell you their ad space. Make sure you find the right programs that will get you in front of the right people.

When you do it right, you can see a significant ROI for your business.

Are you looking for a way to make the most use of your media buy? Head over to our business section to find more tips you can use.


Sumit is a Tech and Gadget freak and loves writing about Android and iOS, his favourite past time is playing video games.

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