Media buying is the process of purchasing advertising space or time on various platforms, such as television, radio, print, and digital media. Advertisers work with media buyers to identify the best channels to reach their target audience effectively. This involves analyzing audience demographics, preferences, and behaviors to ensure that the ads are seen by the right people at the right time. Once the ideal media channels are selected, media buyers negotiate prices and placements to maximize the impact of the advertising campaign. They also monitor the performance of the ads, making adjustments as needed to improve results. This strategic approach helps brands like Coca-Cola or Nike connect with consumers and achieve their marketing goals.