A media buyer is a professional responsible for negotiating and purchasing advertising space and time to effectively reach target audiences. They develop media buying strategies, analyze target demographics, negotiate rates with media outlets, and optimize budgets to maximize ad exposure. Media buyers work in both traditional marketing channels, such as television, radio, and print, and digital channels, such as websites, social media, and streaming.

Media buyers are responsible for identifying and purchasing ad space on channels that are relevant to the target audience at the optimal time, for the least amount of money. They negotiate with sales managers to get the best advertising spots while sticking to a strict budget. Media buyers also work in concert with media planners who create the media plan, which outlines the goals and objectives of the campaign.

Media buyers must have excellent communication and negotiation skills, organizational and multitasking abilities, attention to detail, and critical thinking skills. They should be familiar with media buying, planning, and research, as well as the latest media trends. Media buyers use research to determine how best to spend the allotted budget, including research on the target audience and what type of medium will work best to reach the largest number of consumers with the most effective method.

The most important role of a media buyer is that of the negotiator - this ensures that clients are getting the most value for the ad space they purchase. Experienced media buyers may also successfully negotiate with media outlets or channels to ensure that advertisers maximize performance against campaign goals.

In summary, a media buyer is a professional responsible for negotiating and purchasing advertising space and time to effectively reach target audiences. They develop media buying strategies, analyze target demographics, negotiate rates with media outlets, and optimize budgets to maximize ad exposure. Media buyers work in both traditional and digital marketing channels and must have excellent communication and negotiation skills, organizational and multitasking abilities, attention to detail, and critical thinking skills.