Consists of media agencies buying media in bulk at their own risk and, consequently, resell this bulk to their customers with a margin. A consequence is the lack of objectivity that is to be expected of the media agency and its “independent” advice. When it comes to inventory media it is difficult to preserve an objective stance, because media agencies are inclined to recommend their so called media inventory. The agency could lose their objectivity and this may not be in the best interest of the advertiser.
