Agencies are increasingly using principal-based buying, leading to disputes over fee structures and the emergence of AI-driven sell-side agents in ad tech.
The Rise Of Principal Media And The End Of The Agencies As We Knew Them | AdExchanger
Ad agency holding companies prioritize revenue streams from principal-based buying and rebate practices over client interests, fundamentally compromising their agency role.
How To Keep Agencies Honest On Principal Media Deals And Avoid Unaccountable Arbitrage | AdExchanger
Principal-based buying repackages long-standing media arbitrage; benefits occur when incentives align, but opacity and undisclosed markups create conflicts of interest.