mailto:?subject=Link to ANA content&body=Link%20to%20ANA%20content%0A%0ATitle.....%3A%20Using%20Principal%20Media%20Requires%20a%20Sharper%20Eye%0ALink......%3A%20http%3A%2F%2Fwww.ana.net%2Fmagazines%2Fshow%2Fid%2Fana-2024-08-principal-media%0A%0A%22Principal%20media%2C%22%20or%20when%20agencies%20purchase%20%E2%80%94%20or%20negotiate%20%E2%80%94%20inventory%20from%20media%20owners%20at%20bulk%20rates%2C%20then%20resell%20it%20to%20their%20clients%20at%20a%20markup%2C%20is%20taking%20off.%20In%20a%20recent%20ANA%20study%2C%2041%20percent%20of%20respondents%20expect%20to%20use%20principal%20media%20throughout%20the%20next%20year.%20But%20while%20offering%20myriad%20benefits%20to%20marketers%2C%20principal%20media%20is%20fraught%20with%20challenges%2C%20ranging%20from%20potential%20conflicts%20of%20interest%20to%20low-quality%20inventory.%0A%0A%0A------------------------------------------------------%0AClick%20on%20the%20link%20above%20to%20visit%20this%20page.%20%20If%20the%20link%20is%20not%20clickable%20in%20your%20email%20client%2C%20copy%20and%20paste%20it%20into%20a%20web%20browser.%0A