In online marketing, media buying refers to the process of buying the media inventory directly from the publisher. The advertiser pays for the chosen ad inventory for a preset cost. What this means is that rather than going through a real-time bidding auction in order to buy ad impressions, the advertiser buys them at a fixed CPM rate. Direct buying seems like an ideal option for those advertisers who prefer having a total control of the ad management. This method enables them to target the audience according to many different factors, including browser type, geography, buying preferences, and so on.