The use of principal media is rising among the agency holding groups, increasingly selling their clients inventory they have secured from media owners at discounted rates.
But Nick Manning, Founder of Encyclomedia International, remains strongly opposed to proprietary media, both in principal and in practice. “If you’re an advertiser and you want full transparency, there’s no reason why you would ever use any of it.”
In this interview, Manning explores the problems that arise from principal media, the factors that have fuelled the practice, and what it says about the state of the industry. Filmed at VideoWeek Roadmap 2024 in London.
