The 4A’s and ANA have released a toolkit exploring principal media, where agencies buy and resell media, focusing on its benefits and challenges. It aims to elevate marketer understanding and guide strategic decisions in this evolving practice.

Despite its longstanding presence, many marketers remain poorly informed about principal media, with only half very familiar with the practice. This gap in understanding raises concerns about alignment with marketing goals and the effective use of media resources.

The report advocates for stringent guidelines and clear contractual terms to ensure principal media aligns with marketers' interests. Recommendations include robust approval processes, transparent reporting, and auditing rights to safeguard against conflicts of interest and ensure strategic alignment, ultimately enhancing the effectiveness and accountability of media buying.