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.

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