Principal media: a complex case of 'history repeating' that requires a rational discussion in a challenged media environment

Principal media is finally something people are willing to talk about publicly. But what is it really, what does it involve, and where is it heading?

Principal media has gone in 2024 from the thing that no one wanted to publicly talk about, to becoming a thing that is being endlessly spoken about.

But despite the volume of discussion, a lot of the nuance is being missed. Whether or not you agree with the practice the reality is right now it is a practice that is growing. And its growth and the comfort in which it is now being disclosed and discussed speaks to a very real situation where maybe the practice is something that marketers view not just as perceived as cheaper, but a practice that is more convenient and even easier.

It’s worth looking back at what has led us here, why its attractive to both media owners, media agencies and clients, and where it could all head.

What is principal media?

Principal or proprietary media basically involves a media agency (or related entity) acting as a retailer/seller of media. They will acquire inventory from external sources through a variety of ways, package this up with either a service layer and/or a data layer, and sell this proposition to their clients.