A document an advertiser issues to agencies or media vendors describing its needs and asking for a proposal and price. Media RFPs to publishers specify budget, audience, dates, and objectives and return proposals with placements and rates; agency RFPs are the standard way agencies are selected.
Related terms
Cite this entry:
Agency Echelon. "Request for Proposal." Agency Echelon Reference, reviewed September 2026. https://agencyechelon.com/reference/glossary/request-for-proposal/