The media technology buying chasm

Uncovering the procurement disconnect between buyers and vendors.


“Managed correctly, the procurement process can be easy. Know what you want to achieve, write that down and share it with vendors. Be honest with them about the contracting terms and SLAs required in advance. Let the vendors respond and select the cheapest/best.”

– Survey respondent, buyer

“RFPs are a frustrating part of working in a competitive environment with large media companies. However, the RFP process is a great way to learn about potential customers’ requirements, even if you don’t win them all.”

– Survey respondent, vendor

“We always aim to strike the balance between following the procurement rules that we are subject to and the people resources we have available to conduct these processes.”

— Survey respondent, buyer

The report findings are fascinating and reveal how buyers and vendors view the procurement process very differently, missing a real opportunity for more collaborative, successful technology purchasing; from RFP requirements to outcome not specs, from the people involved to pain points.

The data is based on analysis of detailed focus group interviews and survey data, gathered from a broad range of global industry leaders, including technology buyers and sellers, in Q1 2024.

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    A Few Kind Words...

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