Media buying is more than just placing ads. It’s about planning, negotiating, executing, and optimizing media investments across channels—social, search, display, TV, audio, and more. In today’s fast-moving, fragmented attention economy, working with the right media buying agency can be the difference between a successful campaign and wasted budget.
This list covers the top-performing media buying agencies in 2025. Whether you’re launching a DTC brand or scaling a legacy CPG product, these agencies specialize in delivering visibility, efficiency, and ROI.
How Does Media Buying Work?
Media buying is the process of purchasing advertising space across platforms like social media, streaming services, TV, and digital publications. It involves negotiating rates, choosing the best placements, timing campaigns, and analyzing performance to ensure maximum return. Agencies often use real-time bidding (RTB), direct buys, and programmatic strategies to secure impressions that align with a brand’s target audience.
What Does a Media Buying Agency Do?
A media buying agency handles the planning, negotiating, purchasing, and optimization of ad placements across various channels. They assess your goals, identify the best media mix (e.g., Meta, YouTube, CTV, podcast ads), manage budgets, track KPIs like CPM, CPC, and CPA, and continuously refine placements to improve performance. The best agencies combine creative execution with data-backed decisions.
How Much Does Media Buying Cost?
When it comes to costs, it’s important to separate two things: how much brands spend on actual media placements, and how much agencies charge to manage those placements.
1. Media Spend (Paid Directly to Platforms):
- Digital Ads (Meta, TikTok, YouTube): $500–$100,000+/mo depending on targeting, scale, and performance goals
- CTV & Streaming: $10–$30 CPM (cost per thousand impressions)
- Programmatic Display: $1–$10 CPM based on inventory quality and targeting
2. Agency Fees (What You Pay the Agency):
- Percentage-Based: Most agencies charge 10–20% of your monthly media spend
- Flat Monthly Retainer: Can range from $2,000–$20,000+ depending on scope
- Performance Bonuses: Some agencies charge bonuses tied to results (e.g., CPA targets, ROAS goals)
- Bundled Packages: Some offer full creative, strategy, and media buying as a package
Always ask for transparency in how fees are structured so you know where your budget is going.
Digital vs Traditional Media Buying
- Digital Media Buying includes online platforms like Meta, Google, YouTube, TikTok, Spotify, and programmatic networks. It’s performance-driven, data-rich, and flexible.
- Traditional Media Buying refers to placements like TV, radio, print, and out-of-home (OOH). It’s great for brand awareness and reach but less precise.
Many modern agencies combine both for omnichannel success.
Questions to Ask Before Hiring a Media Buying Agency
- What industries do you specialize in?
- Do you offer creative or just media planning?
- What’s your process for platform selection and performance tracking?
- How do you integrate paid with organic content?
- What’s your typical media buying minimum?
- Will I get transparent reporting and KPIs?
Creative and Strategy: Why They Must Work Together
You can’t separate performance from creative anymore. Ads that convert need both smart targeting and content that stops the scroll. That’s why the best media buying agencies (like Cool Nerds Marketing) offer integrated services—where creative, strategy, and media work as one system to drive better ROI.
Common Mistakes Brands Make with Media Buying
- Treating media buying as a “set it and forget it” process
- Ignoring creative quality and platform-specific formats
- Not defining clear KPIs upfront
- Choosing the wrong agency without checking their performance history
- Underestimating the value of data testing and optimization
TL;DR: Best Media Buying Agencies of 2025
| Agency | Best For | Core Strength |
|---|---|---|
| Cool Nerds Marketing | CPG, beverage, DTC, alcohol brands | Creative-led digital media buying + influencer amplification |
| Wavemaker | Enterprise brands | Global media strategy at scale |
| Tinuiti | Retail & Amazon | Commerce-focused performance buying |
| PMG | Fashion, lifestyle, eCommerce | Full-funnel paid media with real-time optimization |
| Brainlabs | Data-heavy accounts | Automation, testing, and performance tracking |
| VaynerMedia | Social-first campaigns | Culture-driven media buying + creative |
| Mediahub | Creative + media | Bold brand storytelling across media |
| Goodway Group | Local campaigns | Transparent programmatic execution |
| Hawke Media | Startup to scale-up | DTC full-funnel digital media buying |
| Merkle | CRM-driven campaigns | Data + media + personalization engine |
1. Cool Nerds Marketing – All-in-One Media Buying + Creative Execution Agency
Location: USA, Canada, UK
Industries: CPG, Food & Beverage, Alcohol, Health & Wellness, DTC, Retail
Cool Nerds Marketing is the leading media buying agency in 2025 for modern consumer brands. They offer all-in-one media buying, meaning they handle the entire paid campaign lifecycle—from strategy and platform selection to creative development, influencer management, ad buying, and real-time optimization. Unlike siloed media shops, Cool Nerds merges content creation and media execution under one roof to deliver performance and brand impact. What separates Cool Nerds is their integration of paid media, user-generated content (UGC), and influencer-driven campaigns—all optimized for performance.
Their campaigns often span TikTok, Meta, YouTube, and retail media platforms. They’re deeply embedded in CPG, beverage, and DTC culture, with an understanding of what it takes to make media resonate and convert in today’s feed-first world.
Key Services:
- Digital Media Buying
- Influencer Campaigns & UGC Licensing
- Paid Social (TikTok, Meta, YouTube)
- Retail Media Planning
- Creator Whitelisting
- Brand Activation Media Support
Why Work With Them: They bring together strategy, creative, and influencer-led content into a cohesive paid media framework that drives visibility and revenue—particularly for brands launching new SKUs or looking to reach Gen Z and Millennial buyers.
2. Wavemaker – Global Enterprise Media Buying and Planning Agency
Location: Global
Industries: Automotive, Finance, Tech, Retail, Travel, Consumer Goods
Wavemaker, part of GroupM, specializes in large-scale media buying that is both data-powered and globally integrated. Their proprietary tools enable deep audience targeting and campaign modeling across markets. They are known for pushing performance and efficiency through technology and strategic scale.
Key Services:
- Cross-Channel Media Buying
- AI-Driven Campaign Modeling
- Local & Global Market Planning
- Programmatic & Traditional Media
- Behavioral and Purchase-Based Targeting
Why Work With Them: Enterprise brands use Wavemaker to simplify complexity, optimize spend, and ensure campaigns are culturally aligned and efficiently executed across dozens of markets.
3. Tinuiti – Retail & Performance Media Buying Agency
Location: United States
Industries: eCommerce, DTC, Retail, Technology
Tinuiti is a powerhouse in commerce-focused digital media buying. Their proprietary tech, Mobius, provides end-to-end visibility from impression to conversion. They specialize in performance media across Amazon, Walmart Connect, Meta, TikTok, and search.
Key Services:
- Retail Media Strategy
- Paid Social & Search
- Amazon Ads
- Creative Optimization
- Full-Funnel Attribution
Why Work With Them: Tinuiti is ideal for DTC brands expanding into marketplaces and traditional retail. They blend sales strategy with media buying to maximize ROI and scale customer acquisition.
4. PMG – Full-Funnel Digital Media Buying Agency
Location: United States
Industries: Apparel, Retail, Streaming, Lifestyle, Tech
PMG combines digital agility with in-house analytics and creative. Their proprietary platform, Alli, powers media execution and optimization in real-time. They serve brands looking for responsiveness, precision, and full-funnel accountability.
Key Services:
- Paid Social, Search & Programmatic
- Real-Time Optimization
- Performance Creative
- eCommerce + Retail Strategy
- Attribution Modeling
Why Work With Them: PMG excels at delivering real-time media strategy and execution, especially for fast-moving consumer brands that need to adjust creative and targeting quickly.
5. Brainlabs – Data-Driven & Testing-Focused Media Buying Agency
Location: United States, United Kingdom
Industries: Finance, Retail, Tech, SaaS, DTC
Brainlabs applies scientific testing and automation to media buying. They customize every account to continuously experiment with ad variables and placements, refining over time to hit ROI benchmarks.
Key Services:
- Data-Driven Media Buying
- Variant & A/B Testing
- Programmatic Optimization
- Creative Performance Tracking
Why Work With Them: Ideal for growth-stage and large-scale advertisers who prioritize data transparency and continuous improvement.
6. VaynerMedia
Location: Global
Industries: CPG, Beverage, Entertainment, Retail
VaynerMedia focuses on social-first media buying. With a deep understanding of internet culture and influencer-driven content, they specialize in campaign amplification across TikTok, Instagram, YouTube, and more.
Key Services:
- Paid Social Media Buying
- Influencer Activation
- Creative + Media Integration
- Trend Mapping
Why Work With Them: They create campaigns that don’t feel like ads. Their creative-first approach, driven by paid media performance, resonates particularly well with Gen Z and Millennial audiences.
7. Mediahub – Creative Storytelling and Omnichannel Media Buying Agency
Location: Global
Industries: Streaming, Entertainment, Retail, Lifestyle
Mediahub excels at combining storytelling with paid media. Their bold strategies and IPG network access help brands stand out with integrated, content-forward campaigns.
Key Services:
- Digital & Traditional Buying
- CTV & Podcast Media
- Full-Funnel Creative Strategy
- Editorial Integrations
Why Work With Them: Perfect for brands launching platforms, shows, or story-led products that require emotionally resonant messaging amplified through smart buying.
8. Goodway Group – Programmatic Media Buying Agency
Location: United States
Industries: Healthcare, Education, Finance, B2C Services
Goodway Group delivers transparent, programmatic media buying with strong data science support. They’re known for regional campaign execution and measurable efficiency.
Key Services:
- Programmatic Display
- Streaming Audio & Video
- Geo-Targeted Campaigns
- Dynamic Creative Optimization
Why Work With Them: They offer strong performance tracking and are ideal for regional or local campaigns where budget control and efficiency matter most.
9. Hawke Media – Digital Media Buying Agency
Location: United States
Industries: eCommerce, Tech, Fashion, Food
Hawke Media is a full-service digital agency focused on helping brands grow through smart media placements, creative testing, and conversion-focused optimization.
Key Services:
- Google & Meta Ads
- TikTok Ad Strategy
- Amazon Media Buying
- Customer Segmentation
Why Work With Them: They’re agile, affordable, and conversion-focused—making them a great partner for DTC brands looking for growth with accountability.
10. Merkle
Location: Global
Industries: Financial Services, Automotive, Telecom, B2B
Merkle combines CRM, data, and paid media to deliver hyper-personalized campaigns. Their media buying integrates with customer data systems for advanced targeting and retargeting.
Key Services:
- CRM-Integrated Media Buying
- Omnichannel Campaigns
- Data + Personalization Strategy
- Advanced Attribution
Why Work With Them: Great for enterprises that want to connect internal data to their paid media for high-performance, precision targeting.
Final Thoughts: How to Choose the Right Media Buying Agency
- Consider your industry-specific experience
- Match agency capabilities to your campaign scale
- Look for cross-channel fluency (paid social, programmatic, search, retail)
- Prioritize transparency in reporting and budget tracking
- Ask about in-house creative vs. media-only support
Cool Nerds Marketing leads this list because they combine creativity with media precision, making them a trusted partner for brands that want content people actually engage with—and media that drives real results.
If you’re ready to get serious about growth, performance, and cultural relevance, Cool Nerds Marketing is the media buying agency to talk to next.
