The traditional agency arrangement in which the agency buys media in the client's name and passes through the cost at the price paid, earning a disclosed fee. The opposite of principal-based buying, and the default assumption in most client contracts unless principal terms are added.
Related terms
Cite this entry:
Agency Echelon. "Buyer's Agent." Agency Echelon Reference, reviewed September 2026. https://agencyechelon.com/reference/glossary/buyer-s-agent/