What does RFI stand for in media buying?

In media buying, RFI stands for "Request for Information." This term is commonly used when organizations seek to gather information about potential suppliers, vendors, or partners in order to make informed decisions. An RFI allows media buyers to understand the capabilities, offerings, and qualifications of various vendors before proceeding with a more formal request for proposal (RFP) process or negotiations.

This approach is especially useful in the dynamic landscape of digital advertising, where transparency and understanding of capabilities are crucial for making effective choices. By issuing an RFI, media buyers can learn about the latest technologies, services, and strategies offered by different companies, enabling them to better align their media buying decisions with their specific needs and objectives.