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Media buying is the process of acquiring advertising space in various communication channels, such as television, radio, newspapers and online platforms. The aim of this practice is to reach the target audience efficiently and cost-effectively, by choosing the right media to broadcast advertising messages.

The cost of media buying depends largely on the type of media chosen, the reach of the target audience, and the duration and frequency of the advertising. Traditional media such as TV and print can be expensive, while online options such as social network or search engine advertising can offer more affordable and targeted solutions.

A good programmatic marketer masters the technologies and automated platforms used to buy and optimize advertising space in real time. They also need strong analytical skills to interpret data and adjust campaigns to maximize efficiency and ROI.

Media buying makes it possible to effectively reach target audiences in environments where they are most likely to be engaged, improving the visibility and impact of advertising campaigns. It also offers the ability to accurately measure ROI, adjusting strategies based on audience performance and demographics.