Sometime in the late 1990s, the responsibility for the negotiation and purchase of advertising time and space, or media buying, was “unbundled” from the advertising agency, and placed in the hands of specific media investment management companies.  These media buyers plan advertising investments and, by building strong relationships with media owners, are able to negotiate the price and placement to ensure the best possible value is achieved for an advertisement, and that advertising campaigns are exposed to the right target audience in the most effective place possible. It all sounds pretty s[...]