Michael Burgi
Senior editor covering media buying and planning at Digiday, providing expertise on principal media, rebates, and agency buying practices.
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Mar 17, 2026 • 39min
After WPP reckoning: The case for and against principal media
Seb Joseph, Digiday executive editor who broke WPP document stories, and Michael Burgi, senior editor focused on media buying and agency practices, discuss principal media buying. They explain what principal deals are and why WPP revelations put the practice back in the spotlight. Conversations cover proprietary inventory, agency-as-supplier tensions, platform-driven principal products, and whether transparency can be a market advantage.
