Media buyer
A media buyer is a specialist who purchases and manages paid traffic to generate profit. In arbitrage, such a professional takes over the full cycle of the ad campaign: selecting an offer, analyzing the target audience, launching, testing, optimizing, and scaling ads. The main task is to achieve a positive ROI (revenue exceeding advertising costs).
Unlike a targetologist, a media buyer works with a wide range of formats and sources. Their tasks include targeted ads in social networks (Meta, TikTok, LinkedIn), push notifications, pop-under traffic, teaser networks, native ads, and UAC (Universal App Campaigns). They also work with contextual and display networks.
The role of a media buyer in affiliate marketing
To drive profit, the media buyer finds working bundles, purchases traffic, analyzes conversions, and continuously optimizes campaigns. A tracker, affiliate program, analytics tools, and spy services are constant instruments of the media buyer.
Media buyers may work with a creative specialist, farmer, or tech expert. However, a skilled professional can also manage the entire cycle independently. Core tasks are:
- analyzing offers;
- selecting bundles;
- setting up and launching ad campaigns;
- A/B testing creatives, audiences, and landings;
- working with antidetect, cloaking, and trusted accounts;
- analyzing CR, EPC, and ROI.
Media buying requires a systematic approach, attention to detail, and readiness to make quick decisions in conditions of unstable traffic. It’s a profession at the intersection of analytics, marketing, and technical skills. Success directly depends on the ability to balance testing, scaling, and budget control.
Where are media buyers in demand, and how to enter the niche?
Demand comes from arbitrage teams and affiliate agencies. There are also opportunities to work freelance or with individual brands. For beginners, it’s easier to start with one vertical (dating, gambling) and one source (Facebook, TikTok, push). It’s important to develop analytical skills, knowledge of platform rules, feel market dynamics, and quickly test hypotheses.
A media buyer is a professional who knows where to allocate budgets, can scale campaigns, and squeeze the maximum out of any funnel. In arbitrage, it’s the media buyer who determines whether a bundle will generate profit.