71Signal
Score
Score
M
Marketing Diveby Peter AdamsMarch 19, 2026Principal media buying: How marketers can safeguard themselves, per ANA
Marketers need to establish clear governance guidelines to navigate the growing trend of agencies buying and reselling media, which can impact transparency and trust in brand strategy. By implementing robust oversight, brands can safeguard their interests and ensure that media buying aligns with their overall marketing objectives.
◎ Emergingstrategycampaign
Marketing Dive: The practice, wherein agencies both buy and resell media to clients, is proliferating despite many marketers lacking concrete governance guidelines.
Intelligence PanelSignal score: 70.5 / 100
Primary Signal
Emerging
Building momentum — trajectory being tracked
Brand Impact
Medium
Impact score: 70/100 — moderate relevance to positioning decisions
Novelty
Moderate
Novelty: 60/100 — iterative development of an existing theme
Action Priority
Soon
Flag for the next strategic review cycle
Scoring Rationale
The article addresses a significant issue in media buying that affects brand transparency and trust, making it impactful and relevant for professionals in brand strategy, though the concept of governance in media buying is not entirely new.
70
Impact
weight 35%
60
Novelty
weight 30%
80
Relevance
weight 35%
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