A media trader, also known as a programmatic media trader, works in the field of digital advertising. They are responsible for optimizing the purchase of advertising space on behalf of an advertiser. Their work typically takes place within a media agency or a dedicated department. Less frequently, they may also be found within a large company that manages its advertising internally. In addition to advising on the best way to target audiences and optimize programmatic campaigns, the media trader ensures the operational management of programmatic buying platforms. They implement advertising strategies based on the information provided by the advertiser, with whom they may have collaborated to define the objectives. The term “trader” is used in reference to professionals operating in financial markets, since the purchase of advertising space on the internet is increasingly done through automated transactions on ad exchanges.

Discussions surrounding the role of the programmatic trader and the various media buying strategies they implement are of particular interest. These discussions highlight the diversity of roles and responsibilities faced by these digital advertising professionals. Furthermore, a variety of job openings for media traders specializing in programmatic display advertising demonstrate the dynamism and complexity of this constantly evolving sector.