Author: Sam Bradley

Demand for principal based media buying expertise is rising among the industry’s top clients despite long-held transparency concerns, according to WPP’s top execs.

Speaking as the once market leading agency group published a turnaround plan on Thursday (Feb. 26) to return the company to commercial growth in 2027, WPP Media boss Brian Lesser and chief financial officer Joanne Wilson said principal trading capabilities was now an established part of WPP’s media business.

“It’s a part of our business, and it’s a growing part of our business, and I expect it to continue to grow over time,” WPP Media boss Brian Lesser told analysts.

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Reddit’s ad business has been on the rise in recent quarters. For marketers, the platform has become a useful avenue to target specialist audiences with brand awareness messaging.

According to five media buyers who spoke with Digiday, the platform is attracting between 5-20% of paid media budgets from some brands, including retailers and beverage advertisers.

“This year we have more clients either who have just launched [on Reddit], or are getting ready to launch, than we’ve ever seen before,” said Kira Henson, director of social and search at media agency Good Apple.

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