Since the digital media industry is still evolving, there are a variety of models on the “buy” side of the equation.

Planner/buyers can sit in any kind of agency, or internally within the advertisers marketing department.

• Media planner/buyers
  • In full-service agencies
  • In media agencies
  • Within digital agencies
• Direct clients
• Influencers
  • Account service, channel players, strategists

Sellers also need to be aware of the influencers higher up the chain in agencies. By the time a booking sits with a buyer, all the decisions have been made. Sellers need to at least get in at media planner level, and often it’s necessary to be part of the conversation even earlier in the process.

It all depends on the client, the agency, and how they work together, but account service, channel planners and strategists can also play a key role in determining where media dollars are spent.

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