If you’re planning to hire a media buyer in 2025—or you are one—you’re probably asking the big question:

“What’s the going rate for a skilled media buyer this year?”

With the surge in ecommerce and performance marketing, media buyers are in higher demand than ever. But salaries vary widely based on experience, channel specialization, location, and role type.

This post breaks down everything you need to know about media buyer salaries in 2025, whether you're hiring or job hunting.

What Does a Media Buyer Do?

Before we talk numbers, it’s important to understand what media buyers actually do.

A media buyer is responsible for:

• Planning, launching, and optimizing paid ad campaigns

• Managing budgets across channels like Meta, Google, TikTok, YouTube, and more

• Analyzing performance data to improve ROAS and reduce CAC

• Collaborating with creative, copy, and CRO teams

• Staying up-to-date with platform changes and ad trends

In ecommerce and DTC brands, media buyers are often revenue-critical.

Media Buyer Salary in 2025: At a Glance

💡 Note: Salaries vary based on channel (Meta, Google, TikTok), industry niche (ecommerce, SaaS, B2B), and performance incentives.

In-House vs Freelance vs Agency Media Buyers

There are three main types of media buyers in 2025:

🧑‍💼 In-House Media Buyer

• Pros: Fully embedded in the team, better alignment, more data access.

• Cons: Higher fixed salary, longer ramp-up time.

• Typical Salary: $70k–$120k + bonuses

💼 Agency-Based Media Buyer

• Pros: Often part of a team with creative resources, process-driven.

• Cons: May manage multiple clients, less control over creative direction.

• Typical Cost to Brand: $4k–$10k/month retainer

👩‍💻 Freelance Media Buyer

• Pros: Flexible, fast to onboard, often ex-agency or ex-brand talent.

• Cons: Varies in quality, no long-term commitment.

• Typical Rate: $75–$125/hour or $2k–$8k/month project retainers

Hiry specializes in matching ecommerce brands with pre-vetted freelance media buyers who’ve already scaled successful DTC brands.

Media Buyer Salary by Platform Specialization

Media buyers who can handle multiple platforms or integrate creative strategy often command the highest rates.

Salary Trends to Watch in 20

1. Performance-Based Compensation is rising
   More brands offer revenue share or performance bonuses tied to ROAS or MER.

2. Creative Strategy Skills = Pay Boost
   Media buyers who also understand copy, hooks, UGC briefs, and A/B testing strategy earn more.

3. AI Tools Are Creating Hybrid Roles
   Media buyers familiar with tools like AdCreative.ai, Motion, or Triple Whale are more valuable.

4. Remote Global Talent is Increasing
   Many ecommerce brands are hiring media buyers from Eastern Europe, Latin America, and Southeast Asia for cost efficiency—but still want top-tier results.

How to Attract (or Land) the Best Media Buying Talent

If you're hiring:

• Be clear about platforms, budgets, KPIs, and your creative assets.

• Offer performance-based bonuses if you want elite talent.

• Use hiring platforms like Hiry to skip vetting and get matched with top-tier media buyers.

If you're a media buyer:

• Build a strong portfolio of campaigns and dashboards.

• Specialize in a niche or ad channel.

• Stay current on ad platform updates, creative trends, and analytics tools.

Final Thoughts

In 2025, media buyers are not just ad operators—they’re growth drivers.

If you want to scale your DTC or ecommerce brand, investing in a great media buyer is no longer optional. Whether you’re hiring in-house, freelance, or through a platform like Hiry, understanding the salary benchmarks can help you make the right move.