What Does a Media Buyer Do?
A media buyer is responsible for purchasing advertising space across traditional and digital channels to help companies reach target audiences efficiently and cost-effectively. They work closely with media planners and marketing strategists to select the right platforms, negotiate rates, and schedule placements that align with campaign goals and budgets. Whether it’s a TV spot, podcast sponsorship, paid social ad, or display campaign, media buyers make sure each placement delivers value and results.
Media buyers manage budgets, track ad performance, and optimize spend to improve return on investment. In digital environments, they may also run programmatic campaigns, set up audience targeting, and adjust bidding strategies based on real-time performance. Analytical thinking, negotiation skills, and familiarity with ad buying platforms are essential for success in this fast-paced, performance-driven role.
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Media Buyer Core Responsibilities
- Execute media buys across digital, broadcast, print, and out-of-home channels
- Negotiate pricing, placement, and added-value opportunities with media vendors
- Manage advertising budgets and adjust pacing to stay on track
- Monitor campaign performance and optimize placements for better ROI
- Collaborate with media planners, creatives, and analytics teams
- Conduct audience research and maintain current knowledge of media trends
- Generate reports on KPIs, impressions, clicks, conversions, and costs
- Ensure ads are trafficked correctly and meet deadlines and specs
Required Skills and Qualifications
Hard skills
- Familiarity with ad platforms and DSPs (e.g., Google Ads, Meta Ads, The Trade Desk)
- Proficiency in media buying software and analytics tools
- Understanding of CPM, CPC, CTR, frequency, reach, and conversion metrics
- Experience with campaign pacing, budget optimization, and performance tracking
Soft skills
- Strong negotiation and vendor relationship skills
- Analytical thinking and attention to detail
- Time management and multitasking in deadline-driven environments
- Collaboration and communication across creative and media teams
Education
- Bachelor’s degree in marketing, advertising, communications, or related field
Certifications
- Not required
- Preferred: Google Ads Certification, Meta Blueprint, or programmatic platform training
Preferred Qualifications
- 2–4 years of experience in media buying, either agency-side or in-house
- Experience with both traditional and digital ad platforms
- Knowledge of media planning and campaign strategy fundamentals
National Average Salary
Media buyer salaries vary by experience, industry, organization size, and geography. Click below to explore salaries by local market.
The average national salary for a Position is:
$123,456
Sample Job Description Templates for Media Buyers
Digital Media Buyer
Position Overview
We are seeking a Digital Media Buyer to manage, optimize, and scale paid media campaigns across platforms such as Google Ads, Meta, YouTube, and other digital outlets. This role focuses on cost-effective ad placements that drive measurable results, including impressions, traffic, and conversions.
Responsibilities
- Plan and execute digital advertising buys across search, display, video, and social platforms
- Manage daily budgets, bids, and campaign pacing
- Optimize campaigns based on performance data (CPC, CTR, CPA, ROAS)
- Collaborate with creative and analytics teams to refine targeting and messaging
- Monitor trends and recommend new digital media opportunities
- Maintain reporting dashboards and deliver performance insights
Requirements
Hard skills
- Proficiency with Google Ads, Meta Ads Manager, and other paid media platforms
- Strong understanding of conversion tracking and analytics tools (e.g., Google Analytics, Looker Studio)
- Experience with A/B testing, audience targeting, and attribution modeling
Soft skills
- Analytical mindset and attention to performance metrics
- Ability to manage multiple campaigns simultaneously
- Strong collaboration with content and marketing teams
Education
- Bachelor’s degree in marketing, advertising, or communications
Certifications
- Preferred: Google Ads Certification, Meta Blueprint
Preferred Qualifications
- 2+ years managing digital media buys in an agency or in-house environment
Programmatic Media Buyer
Position Overview
We are hiring a Programmatic Media Buyer to manage automated ad placements via DSPs and trading desks. This role focuses on performance-driven buying strategies, data-informed audience segmentation, and real-time bidding optimizations.
Responsibilities
- Execute programmatic campaigns via DSPs such as The Trade Desk, DV360, or StackAdapt
- Set up audience targeting, bidding strategies, and frequency capping
- Monitor campaign performance and make real-time adjustments
- Coordinate with data partners for audience segmentation and enrichment
- Analyze delivery, viewability, and post-click behavior
- Ensure brand safety and adherence to compliance standards
Requirements
Hard skills
- Expertise in programmatic platforms and RTB strategies
- Experience with pixel tracking, retargeting, and data layer integrations
- Familiarity with ad verification tools (IAS, DoubleVerify, MOAT)
Soft skills
- Critical thinking and real-time decision-making
- Comfort with high-volume data sets and dashboards
- Cross-functional collaboration with data, strategy, and creative teams
Education
- Bachelor’s degree in marketing, advertising, or data science
Certifications
- Preferred: The Trade Desk Edge Academy, Google Marketing Platform
Preferred Qualifications
- 2–4 years of programmatic media buying experience
Traditional/Offline Media Buyer
Position Overview
We’re seeking a Traditional Media Buyer to manage planning and execution of TV, radio, print, and out-of-home advertising. This role negotiates rates, secures premium placements, and ensures proper scheduling and asset delivery for offline campaigns.
Responsibilities
- Negotiate and purchase ad space in print, broadcast, and OOH formats
- Build media plans that align with campaign goals and target demographics
- Track spot placement, flighting schedules, and performance benchmarks
- Coordinate with internal teams and media reps for creative and timing logistics
- Maintain insertion orders, media calendars, and reporting documentation
Requirements
Hard skills
- Experience purchasing TV, radio, newspaper, and/or billboard ads
- Familiarity with Nielsen ratings, GRPs, and media mix modeling
- Proficiency in Excel, media planning tools, or software like Strata
Soft skills
- Excellent negotiation and vendor management
- Strong attention to deadlines and campaign accuracy
- Communication and coordination with internal stakeholders
Education
- Bachelor’s in advertising, media, or communications
Certifications
- Not required
Preferred Qualifications
- 2+ years of experience managing traditional/offline media campaigns
Paid Social Media Buyer
Position Overview
We are hiring a Paid Social Media Buyer to plan and manage paid campaigns across platforms such as Facebook, Instagram, TikTok, LinkedIn, and Pinterest. This role focuses on audience engagement, performance marketing, and maximizing return on ad spend (ROAS).
Responsibilities
- Build and optimize paid social campaigns using native platform tools
- Target and retarget custom audiences using pixel data and lookalikes
- Test creative formats, placements, and copy to boost engagement
- Analyze performance and adjust budgets, bids, and messaging
- Collaborate with designers, copywriters, and analytics teams
Requirements
Hard skills
- Hands-on experience with Meta Ads Manager, TikTok Ads, and LinkedIn Campaign Manager
- Deep knowledge of campaign structures, KPIs, and social analytics
- Familiarity with UTM tracking, conversions API, and audience segmentation
Soft skills
- Creativity and strategic thinking
- Fast-paced execution and adaptability
- Effective collaboration and reporting
Education
- Bachelor’s degree in marketing or digital media
Certifications
- Preferred: Meta Blueprint, TikTok Academy, or LinkedIn Ads Certification
Preferred Qualifications
- 2–3 years managing paid social campaigns with proven results
TV & Radio Media Buyer
Position Overview
We are seeking a TV & Radio Media Buyer to secure broadcast ad inventory, manage schedules, and optimize reach and frequency within regional or national campaigns. This role requires negotiation expertise and an understanding of broadcast performance metrics.
Responsibilities
- Buy local, regional, or national broadcast media spots
- Analyze ratings, audience demographics, and competitive pricing
- Coordinate traffic and creative delivery with stations
- Maintain campaign logs, flight schedules, and delivery confirmation
- Track post-buy results and make recommendations for future placements
Requirements
Hard skills
- Proficiency in using Nielsen, Arbitron, or Comscore data
- Strong vendor negotiation and rate analysis skills
- Knowledge of spot scheduling, traffic, and clearance
Soft skills
- Relationship building with station reps
- Organized and deadline-oriented
- Strong communication with cross-functional teams
Education
- Bachelor’s degree in media planning or related field
Certifications
- Not required
Preferred Qualifications
- 3+ years in broadcast media buying
eCommerce Media Buyer
Position Overview
We are hiring an eCommerce Media Buyer to manage digital ad spend across performance platforms (e.g., Meta, Google, Amazon) with a focus on driving product sales and improving customer acquisition cost (CAC).
Responsibilities
- Plan and execute paid campaigns across Google Shopping, Meta, TikTok, and Amazon
- Optimize for ROAS, cost per conversion, and lifetime value (LTV)
- Collaborate with eCommerce, creative, and product teams on launch schedules
- Manage feed integrations, product listings, and pixel tracking
- Monitor competitor ads and market trends for optimization
Requirements
Hard skills
- Experience with eCommerce platforms (Shopify, WooCommerce, BigCommerce)
- Proficiency in paid media tools and performance dashboards
- Knowledge of feed management tools like Feedonomics or DataFeedWatch
Soft skills
- Performance-driven mindset
- Strong analytical and reporting capabilities
- Cross-functional collaboration with marketing and merchandising
Education
- Bachelor’s in marketing, digital commerce, or related field
Certifications
- Preferred: Google Shopping Ads, Meta Blueprint, Amazon Ads Certification
Preferred Qualifications
- 2–4 years in DTC or eCommerce-focused paid media buying