Mediakauppa

Mediakauppa, literally "media trade" or "media buying" in Finnish, denotes the process of purchasing advertising space or airtime across media channels on behalf of advertisers. It encompasses strategy development, negotiation, booking, optimization, and measurement. Mediakauppa can be conducted by in-house marketing teams, by advertising agencies, or by independent media buying firms. The work typically follows a brief from the advertiser or agency, followed by media planning to determine the optimal mix of channels, target audiences, and timing. The media buyer then negotiates with publishers and media owners, secures inventory, and coordinates the deployment of ad placements. In digital, programmatic buying—using real-time bidding through demand-side platforms—has become a major component, complementing traditional direct deals with publishers.

Campaign management includes monitoring performance, adjusting bids, pacing budgets, and optimizing creative assets for different formats and devices. After campaign ends, mediakauppa involves measurement and reporting, using metrics such as reach, impressions, frequency, GRP, CPM (cost per thousand impressions), CPC, CPA, as well as ROI or ROAS. The practice relies on analytics, ad tech platforms, and data for targeting and attribution. In Finland and other markets, mediakauppa is closely linked to media planning and is influenced by industry bodies like IAB Finland; transparency, viewability, brand safety, and data protection under GDPR are important considerations.

Mediakauppa reflects broader trends in advertising, including cross-channel measurement, programmatic expansion, and increasingly data-driven decision making, while maintaining relationships with publishers through negotiated deals and partnerships.