How to check a buyer isn't marking up placements against you
Verify media buyers aren't secretly marking up placements. Request rate cards, itemised invoices, media owner confirmation, and check references on transparency.
A buyer who marks up your placements is taking a hidden commission on top of their stated fee. You end up paying more for the same ad space, and the buyer pockets the difference without telling you. It's not illegal, but it's opaque—and it erodes trust when discovered. The best defence isn't suspicion; it's knowing exactly what to verify before you hire and what proof to demand during the work.
Establish rates and discounts in writing upfront
Media owners (publishers, platforms, networks) offer different rates depending on volume, frequency, history and relationship. A buyer with strong relationships often gets better discounts than a one-off advertiser can negotiate alone. That's a real value they bring. The problem arises when they don't disclose what discount they've secured and bill you at a different (higher) rate than they've actually paid.
Before you sign anything, ask the buyer to provide a media rate card or example placement pricing for the channels you'll use. Ask them directly: "What's the rate you'll be charged for a [specific placement], and what will you invoice me?" If they say the same number, that's transparent. If the rate card shows one price and they plan to charge you more, ask them to explain the difference in writing. Some buyers charge a percentage above cost as their fee—that's legitimate if declared upfront. Others might say "the rate is locked and I'm quoting you our cost plus a 15% service fee." That's clear. Vague answers, reluctance to provide rates, or sudden price changes mid-campaign are red flags.
Check whether the buyer holds direct billing relationships with the media owners. If they do, ask for a copy of the contract or agreement that sets their cost. If they're a reseller using another agent, they should disclose that too. Ask: "Are you billing me as the primary advertiser, or are you a middleman between me and another buyer?" Layered arrangements aren't inherently wrong, but every layer should be disclosed.
Request proof during the campaign
Once work begins, you're entitled to see what you're actually paying for. Ask the buyer to provide, at least monthly, an itemised breakdown of placements: the media owner, the placement type, the quantity (impressions, spots, days), and both the rate they were charged and the amount they're invoicing you. If they say "the platform doesn't give me that level of detail," that's only partially true for some channels—ask them to get what they can. For direct-buy placements (email, specific sites, radio spots), you should see invoices or insertion orders that show the cost to them.
Request direct confirmation from the media owner where possible. Some platforms allow advertisers to log in and see spend and performance live. If your buyer is placing ads on Google, Meta, or programmatic networks, ask for account access so you can cross-check the costs they're reporting. For traditional media (radio, print, outdoor), call the station or publication directly and ask: "I've hired a media buyer to place ads with you. Can you confirm the rate they've negotiated on my behalf?" Most sales teams will tell you, especially if you're the client of record.
If the buyer resists this level of transparency, or if your checks reveal a gap between what they say they're paying and what the media owner confirms, that's a sign to end the arrangement and find someone willing to work openly. Honest buyers welcome verification because their numbers are clean.
Check references with specifics
When you speak to past clients, don't just ask "were you happy?" Ask them: "Did this buyer provide you with rate cards and cost breakdowns?" and "Did you ever find a discrepancy between what they said they'd pay and what the media owner charged?" Ask whether the buyer's invoices matched the rates the client negotiated directly with media owners before hiring them. Ask whether the buyer explained their fee structure in writing.
If a reference can't answer these questions, they weren't paying close enough attention—or they didn't ask. Either way, move on.
A buyer worth hiring will make these checks easy because they have nothing to hide. Strove lets you read verified reviews from other businesses and message providers directly to ask exactly these questions before you commit budget.
Common questions
- Is a media buyer marking up placements illegal?
- No, but it must be disclosed. If a buyer charges you more than their actual cost and doesn't tell you, that's deception—not necessarily illegal, but a breach of trust. Ask upfront whether their fee is a flat amount, a percentage of spend, or a markup on costs. Get it in writing.
- How do I know what the real rate is if the buyer won't share it?
- Contact the media owner directly. Call the publication, email the platform's sales team, or log into your own advertiser account if the platform allows it. Ask them to confirm the rate they've offered your buyer. Most will tell you, especially if you're named as the advertiser.
- What should a rate card tell me?
- A rate card shows the published price for placements (e.g., cost per thousand impressions, or cost per spot). It doesn't guarantee the buyer gets that price—volume and relationships often lower it—but it gives you a baseline. Ask the buyer what discount they've negotiated and what final rate they'll charge you.
- Can I ask for access to the buyer's accounts?
- Yes. For platforms like Google Ads, Meta or programmatic networks, you can ask to be added as an authorised user so you see spending live. For direct-buy placements, ask for copies of invoices or insertion orders. A transparent buyer will either provide access or explain clearly why they can't on a specific channel.
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