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
Mediakauppa reflects broader trends in advertising, including cross-channel measurement, programmatic expansion, and increasingly data-driven decision making,