Meta moves into controversial ad space: principal-based trading

Meta is now in the principal-based buying business, putting its own twist on the hotly debated practice in talks with agency holding companies.

The platform is feeling out holdco investment teams about a setup where they’d buy Meta inventory in bulk then resell it to clients at a markup, according to three ad executives with knowledge of the plans.

“They’re taking this product to the largest agency holding companies,” said one of those execs, who requested anonymity. Though Meta declined to comment on these plans.

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