How to Start Your Career in Media Buying in 2025

A media buyer plays a crucial role in advertising by purchasing ad space and time to ensure brands reach their target audience effectively. According to a report by Statista, in 2024, global ad spending was expected to reach nearly $1.1 trillion, marking a 7.3% rise from the previous year, highlighting the growing demand for skilled media buyers. This growth is fueled by the increasing shift toward digital platforms, with social media, streaming services, and search engines dominating the ad landscape.

If you’re interested in becoming a media buyer, understanding the role and required skills is key. Find out how to become a media buyer, including job responsibilities, education requirements, and career opportunities.

What Does a Media Buyer Do?

The goal of a media buyer is to maximize ad performance while staying within budget. They analyze audience data, negotiate prices, and monitor ad placements to ensure optimal results.

Here is the job description for a media buyer:

• Research target audiences and media consumption trends.
• Plan and purchase ad space across digital, print, TV, radio, and social media.
• Negotiate ad placements, pricing, and contracts with publishers and platforms.
• Track and analyze campaign performance using data and analytics tools.
• Adjust ad strategies based on performance insights and market trends.
• Collaborate with marketing teams to align media buys with campaign goals.
• Stay updated on industry developments, emerging platforms, and advertising technologies.

How to Become a Media Buyer

A media buyer is responsible for purchasing advertising space to maximize a brand’s reach and impact. Here are the steps to start a career in media buying.

1. Learn Media Buying Basics

Understanding how media buying works is the first step in learning media buying. Learn about different advertising channels, audience targeting, and key performance indicators (KPIs) used to measure ad success.

2. Gain Relevant Education or Training

If you’re thinking of what education requirements you need to be a media buyer, you can consider a degree in marketing or advertising, but it is not mandatory. However, some employers prefer media buyers who have bachelor’s degrees.

Aside from obtaining a degree, you can also take online courses to learn media buying and digital advertising. Platforms like Google Skillshop, Facebook Blueprint, and LinkedIn Learning offer valuable insights.

3. Develop Analytical Skills

Media buyers analyze data to determine the best placements and strategies for ads. Learn how to work with Google Analytics, Facebook Ads Manager, and other tools that help track campaign performance.

4. Build Negotiation Skills

Negotiating ad prices and placements is a core part of the job. Strong communication and negotiation skills will help you secure better ad deals and maximize the return on investment (ROI) for your campaigns.

5. Gain Hands-On Experience

Internships, entry-level marketing jobs, or freelance projects can provide real-world experience. Many companies hire junior media buyers or digital marketing assistants who support media purchasing efforts.

6. Get Certified

Certifications in digital marketing and media buying can boost your credibility. Consider obtaining:

• Google Ads Certification
• Facebook Certified Media Buying Professional
• HubSpot Digital Advertising Certification

7. Stay Updated on Industry Trends

The advertising landscape is constantly evolving. Follow industry news, join marketing forums, and attend webinars or conferences to stay informed.

8. Apply for Media Buyer Roles

Once you’ve gained the necessary skills and experience, start applying for jobs. Tailor your resume to highlight media buying experience, analytical skills, and campaign successes.

Additional Skills Needed for Media Buyers

In addition to analytical and negotiation skills, media buyers benefit from a diverse skill set to excel in their roles. Here are some additional skills needed for media buyers:

1. Budget Management – Allocating ad spend effectively to maximize return on investment (ROI).
2. Market Research – Understanding consumer behavior, competitors, and industry trends.
3. Creativity – Developing engaging ad placements and optimizing messaging strategies.
4. Multitasking – Managing multiple campaigns and ad placements simultaneously.
5. Project Management – Coordinating timelines, deliverables, and deadlines across campaigns.
6. Technical Proficiency – Understanding ad tech platforms like DSPs, programmatic advertising, and automation tools.
7. A/B Testing – Conducting experiments to optimize ad performance.
8. Problem-Solving – Adjusting strategies when campaigns underperform.
9. Networking – Building relationships with vendors, publishers, and advertising platforms.
10. Attention to Compliance – Ensuring ads adhere to legal and ethical guidelines.

Salary and Job Outlook for Media Buyers

Media buyer salaries vary based on experience, location, and industry. According to Glassdoor, media buyers in the United States earn from $63,000 to $106,000 per year. Freelance media buyers or those working for large agencies can earn even more, especially with strong negotiation skills and a proven track record of campaign success.

As for job outlook, the demand for media buyers remains strong, especially in digital advertising. With businesses shifting to online marketing, media buyers skilled in programmatic advertising, social media ads, and data analytics are in high demand.

• Digital ad spending is growing. In 2023, it surpassed $600 billion, and this trend is expected to continue.
• AI and automation are changing the industry. While technology assists with ad placements, media buyers with analytical and strategic skills will remain essential.
• Industries hiring media buyers: advertising agencies, marketing firms, e-commerce companies, and large corporations with in-house marketing teams.

If you’re skilled in data-driven decision-making, digital ad platforms, and negotiation, media buying can be a lucrative and stable career path.

Career Growth Options As a Media Buyer

Media buyers have several career growth opportunities as they gain experience and develop their skills. Here are some common career paths:

• Senior Media Buyer – Takes on larger budgets, more complex campaigns, and leadership responsibilities.
• Media Planner – Focuses on developing media strategies and selecting the best platforms for campaigns.
• Digital Marketing Manager – Oversees digital advertising efforts, including social media, PPC, and display ads.
• Advertising Manager – Manages ad campaigns across multiple channels and works with creative teams.
• Media Director – Leads media buying and planning teams, making high-level strategy decisions.
• Marketing Director – Oversees broader marketing strategies, including media buying, branding, and public relations.
• Programmatic Specialist – Focuses on automated ad buying using data-driven platforms.

With experience, media buyers can transition into leadership roles or specialize in areas like programmatic advertising, influencer marketing, or performance marketing.

Media Buying as a Dynamic and Rewarding Career

Media buying isn’t just about purchasing ad space—it’s about understanding consumer behavior, leveraging data for strategic decisions, and adapting to an industry that’s constantly evolving. The rise of AI and automation may change how ads are bought, but media buyers who develop strong analytical and negotiation skills will always be valuable. Success in this field isn’t just about keeping up with trends; it’s about anticipating them and using them to drive impactful campaigns.