Media Buying Negotiation Tactics May 2026

Price isn't the only lever. If the vendor cannot lower the cash price, negotiate for these non-cash benefits:

: Ask for "make-goods" or bonus weight to be added to the end of the campaign at no extra cost. media buying negotiation tactics

: Request high-visibility spots (e.g., homepage takeovers, "above the fold" digital ads) for the price of standard inventory. Price isn't the only lever

: Pay close attention to what the vendor isn't saying. If they are desperate for fill-rate, they may be more flexible on pricing for remnant inventory. media buying negotiation tactics