Media buying refers to the strategic process of planning, negotiating, purchasing, and managing advertising space and time across different media channels to reach the target audience effectively and efficiently. The rapid advancement of digital technology, changing consumer behaviour, and data-driven marketing have significantly transformed media buying practices. Modern media buying trends focus on precision, automation, measurable outcomes, and customer engagement. One of the most significant trends is programmatic media buying. It uses artificial intelligence, machine learning, and real-time bidding (RTB) to automate the purchase of digital advertising inventory. Advertisers can target specific audience segments based on demographics, interests, online behaviour, and location, resulting in improved efficiency and reduced wastage. Data-driven decision-making has become a central aspect of media buying. Marketers rely on first-party, second-party, and third-party data to understand customer preferences and optimize campaign performance. Advanced analytics enable advertisers to monitor impressions, click-through rates, conversions, and return on advertising investment (ROAS), allowing