Podcasts

After WPP reckoning: The case for and against principal media

Ten years later, principal media is back in the zeitgeist. Why agencies and brands are clashing over the so-called hidden model.

Related Coverage

• Rising demand for principal media buying underpins WPP’s turnaround plan
• The fight over principal media has moved on but advertisers are still catching up
• Meta moves into controversial ad space: principal-based trading