Mediainkoop

Mediainkoop is the discipline within advertising that covers the procurement of media space and airtime for campaigns. In Dutch-speaking markets, the term describes the activities involved in selecting media, negotiating rates, and placing advertisements across channels, with a focus on efficiency, reach, and campaign objectives. Some sources distinguish mediainkoop from media planning, with planning addressing strategy and target audiences, while buying handles execution and stewardship of placements; in practice, many organizations integrate both functions under a single team or agency.

The typical mediainkoop process begins with briefing and audience research, followed by channel selection and media scheduling. Buyers negotiate with publishers and ad networks, trade deals, and programmatic opportunities, aiming to optimize pricing, guarantees, and inventory quality. Direct deals with publishers may offer premium placements, while programmatic buying uses automated auctions and demand-side platforms to scale reach across digital inventory. Cross-channel coordination is increasingly important to ensure consistent messaging and measurement.

Key actors include advertising agencies, media owners, brand advertisers, and in-house media desks, supported by ad tech such as demand-side platforms (DSPs), ad servers, and data management platforms. Compliance, transparency, and brand safety have grown in priority, with standards and audits addressing issues like viewability and fraud.

Performance in mediainkoop is evaluated using metrics such as reach, frequency, impressions, cost per thousand (CPM), and return on investment, along with engagement and attribution metrics. The field has evolved with digital and programmatic technologies, emphasizing data-driven optimization and cross-channel measurement.