The #1 Challenge Media Buyers Face Today (And How to Solve It)
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Pathlabs Marketing |
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April 3, 2025 |
Agile Media Solutions: What Media Buyers Need in 2025
There are nearly 15,000 advertising agencies competing for a finite amount of ad spend in the United States - and every one of them is under pressure to do more with less. That pressure often falls squarely on media buyers, who are expected to drive measurable results, optimize across channels, and stay ahead of emerging trends - fast.
But there is a major challenge stopping media buyers from driving growth.
We’ve identified the top hurdle media buyers face today and created a unique solution that helps them deliver measurable results while freeing up bandwidth to test innovative strategies that stand out in an increasingly competitive market.
Why Media Buyers Are Struggling to Keep Up
It’s no surprise that 80% of media buyers say that managing multiple platforms and vendors is one of their top challenges. After all, on average they’re juggling 20 different channels just to plan, execute, and optimize their media campaigns. That’s not just time-consuming - it’s disruptive.
Why? Because even simple tasks - like reallocating budget or launching new creative - require navigating siloed platforms, multiple approval chains, and disconnected reporting models. These inefficiencies don’t just slow execution - they limit innovation in testing and create missed performance opportunities.
Media buyers' top challenge today is access to agile execution, optimization, and reporting in an increasingly fragmented digital landscape, and the vital task of testing new strategies is being pushed to the back burner as a result.
Executing across multiple channels such as CTV, retail media, display, paid search, social, and more shouldn't feel like running a race with your shoelaces tied together—but for many media buyers, it does.
Fortunately, there is a new solution that seamlessly integrates with modern campaigns to plan, execute, and optimize more efficiently — leaving more time for media buyers to develop, test, and scale strategies that drive measurable results faster for their advertisers.
Introducing Pulse by Pathlabs — Our Agile Media Execution Solution
Pulse by Pathlabs is a service-based, agile media execution solution built for the modern media buyer. It eliminates the friction of working across siloed vendors and platforms - offering a single point of entry into a fully integrated ecosystem of media channels, platforms, and expertise. Now today’s media buyers can prioritize efficiency, ease of use, and drive bottom-line performance.
Download our free e-book to learn how Pulse by Pathlabs helps media buyers:
Launch seamless omnichannel campaigns in days - not weeks.
Maximize every media dollar by testing and scaling high-performing media strategies with minimal risk.
Access cutting-edge technology and media expertise without adding internal headcount.
Drive superior performance faster for advertisers, ensuring advertiser satisfaction and long-term retention, ensuring long-term success and growth.
Learn more about accelerating advertiser performance, performing agile media execution, and accessing cutting-edge technology now.
