Sell Your Media Buying Agency
Selling a media buying agency is a significant decision that requires understanding what makes your business attractive to acquirers. Media Buying Agencies occupy a distinct position in the M&A landscape — buyers value them for their negotiating and placing media across TV, digital, radio, OOH, and programmatic channels at scale. The market for media buying agency acquisitions has grown steadily as PE firms and strategic acquirers recognize the recurring revenue potential and scalability of well-run agencies in this space.
If you have built a media buying agency with strong client retention, documented processes, and a team that can operate without you, you are in a strong position to command a premium valuation. The key is understanding what buyers in this specific vertical are looking for and positioning your agency accordingly before going to market.
What Is a Media Buying Agency Worth?
Media Buying Agencies typically trade at 4-7x EBITDA in the current market, with EBITDA margins for well-run shops falling in the 8-15% range. Revenue multiples range from 0.3-0.8x, though buyers strongly prefer EBITDA-based valuations because they account for operational efficiency. A media buying agency generating $2M in revenue with a 25% EBITDA margin ($500K EBITDA) might sell for $2M to $4M depending on growth rate, client concentration, and team depth.
The biggest value drivers for media buying agencies are total media spend under management, exclusive vendor relationships, proprietary data and attribution capabilities, platform and DSP access. Agencies that can demonstrate these qualities consistently outperform the market on multiples. Conversely, key risks that compress valuations include thin margins on pass-through spend, client in-housing of programmatic, transparency pressure, large client concentration.
Who Buys Media Buying Agencies?
The buyer landscape for media buying agencies includes holding companies consolidating buying power, performance marketing groups, and PE firms attracted to the volume and data. Strategic buyers — typically larger agencies or holding companies — pay the highest multiples because they can realize synergies by cross-selling services, eliminating redundant overhead, and leveraging your talent across a broader client base.
Financial buyers like PE firms are increasingly active in the media buying agency space, often pursuing roll-up strategies where they acquire multiple complementary agencies and combine them into a larger platform. These buyers typically offer competitive valuations but may structure deals with earnout components tied to post-acquisition performance targets.
Individual buyers — experienced operators looking to acquire and run an agency — represent the third major category. They tend to favor smaller agencies in the $500K to $2M revenue range and often seek SBA financing. These buyers value operational simplicity and a smooth ownership transition.
How to Prepare Your Media Buying Agency for Sale
Preparation makes the difference between a good deal and a great one. Start 12-18 months before your target sale date by addressing these areas specific to media buying agencies:
- Clarify your revenue recognition — separate fees from pass-through spend
- Document all vendor agreements and volume discount tiers
- Show media spend retention rates year over year
- Build programmatic and data capabilities alongside traditional buying
- Demonstrate attribution and measurement sophistication to buyers
The most common mistake media buying agency sellers make is waiting until they are burned out to start the sale process. By that point, growth has stalled, key people may have left, and buyers can sense the urgency — which weakens your negotiating position. Start preparing while the business is still growing and you are still engaged.
Media Buying Agency Valuation Multiples
| Revenue Range | Typical EBITDA Multiple | Typical Revenue Multiple |
|---|---|---|
| $500K – $1M | 3-4.5x | 0.2-0.4x |
| $1M – $3M | 4.5-6x | 0.4-0.6x |
| $3M – $10M | 6-8x | 0.6-1.0x |
Multiples climb with revenue because larger agencies typically have more diversified client bases, deeper management teams, and more predictable revenue — all of which reduce risk for buyers. Within any revenue band, multiples are pushed higher by strong year-over-year growth (20%+), low client concentration (no single client above 15% of revenue), and high EBITDA margins relative to the media buying agency average of 8-15%.
Ready to Sell Your Media Buying Agency?
Whether you are ready to sell today or want to start planning an exit in the next 1-3 years, the first step is understanding what your media buying agency is worth. Our free agency valuation gives you an honest, data-driven assessment of your business.