NO. Hard No. N.O. Nope. Nadda. I’ll tell you why. Let’s talk about media buyers first. We need a series of blog posts about why AI will not replace marketing people and we should go through each role within a marketing department blog by blog. Don’t let the non-stop media loop of AI news get in your head. Humans are needed now more than ever.
The Enduring Power of Human Expertise in Media Buying
Why a Media Buying Agency in Seattle and Spokane Remains Essential for Large Local Businesses in 2026
At Thrive Advertising, a leading media buying agency in Seattle and Spokane, we specialize in crafting high-impact, diversified media strategies for large, locally and regionally owned businesses—think multi-location businesses, regional banks, service industry businesses with high ticket items, and retail franchises with substantial advertising budgets across Washington, Idaho, Oregon, Montana, and beyond.
In an era where AI promises automation and efficiency, many assume the future of media buying lies in handing over the reins to algorithms. But for businesses like yours—especially in competitive markets like Seattle, Spokane, and growing areas like Coeur d’Alene and Boise—the human touch of an experienced media buyer is more valuable than ever.
Coudon’t Replace Marketing Jobs?
We don’t just buy ads; we build relationships with media partners, underSeattle’sal market nuances (from SeSpokane’sech-driven audiences to Spokane’s community-focused consumers), and identify the precise channels and audiences that drive real results. While AI has its place as a supportive tool, the core of effective media buying—especially in a diversified mix beyond Google and Meta—relies on human insight, negotiation, and swe’llgic judgment. In this post, we’ll explain why a professional media buying agency for local businesses like Thrive Advertising is indispensable in 2026.
Diversification Is the New Standard—And Humans Excel at It
In 2026, smart advertisers are moving away from over-reliance on Google and Meta. Tthey’reatforms are powerful, but they’re often self-serve friendly—your team can handle baThere’spaigns without much help. There’s also a lot of fraud out there,, so stepping up your advertising game beyond these two giants is more important than ever!
The real opportunity (and complexity) lies in a broader, more resilient media mix that includes:
- Out-of-Home (OOH), like billboards and transit advertising (including buses), delivers unmatched local visibility and brand recall in high-traffic areas across Seattle streets and Spokane highways.
- Streaming TV (CTV): Targeted spots on platforms like Hulu, Disney+, Roku, or local streaming affiliates for precise household reach in the Puget Sound or Inland Northwest.
- Digital audio and podcasts: High-engagement formats that build trust through host reads, sponsorships, or podcast audio buys tailored to regional listeners. Think Spotify, iHeart, Apple Podcasts, and Pandora.
- Traditional broadcast (local TV/radio), retail media networks, and emerging alternatives.
Local advertising spend continues to grow in Washington and Idaho, with channels like digital audio, CTV, digital out-of-home (DOOH), and podcasts leading the way. Diversification protects against algorithm changes, rising costs on the Big Two, bots, and outright fraud, as well as audience fragmentatisn’tBut navigating this landscape isn’t plug-and-play.
A skilled Seattle media buying agency or Spokane media buyer, like Thriv,e brings the expertise to:
- Negotiate prime placements (e.g., high-visibility billboard locations in downtown Seattle or bus wraps alocan’t90 corridors) that algorithms can’t access or secure.
- Layer channels for cross-platform impact—e.g., pairing a podcast ad campaign in Spokane with targeted Connected TV to reinforce messaging during commutes and evenings.
- Spot undervalued opportunities, like local podcasts that reach your specific demographic or seasonal hyper-local digital billboards that align with community ewe’ve in North Idaho.
In campaigns we’ve run for regional clients, this human-led diversification has delivered stronger ROI than single-channel digital spends, often with measurable lifts in foot traffic, calls, and in-store sales.
Connecting with Audiences: The Human Art of Targeting and Relevance
AI can analyze data and suggest audiences, but it often lacks the contextual understanding that comes from years of experience. Will AI replace marketing for large local businesses in Seattle, Spokane, and surrounding areas? No. Success hinges on reaching people who feel a personal connection—not just broad demographics, but those who live, work, and shop in your communities.
Our media buyers at Thrive Advertising start with deep audience research: Who are your best customers? Where do they spend time? What media do they trust? From there, we craft strategies that go beyond data points:
- Geo-targeted OOH and transit: Placing bus wraps or billboards in high-intent neighborhoods, timed to local events or traffic patterns—decSpokane’sformed by on-the-ground knowledge of Seattle traffic or Spokane’s seasonal rhythms.
- Podcast and digital audio sponsorships: Securing host-endorsed reads on shows that resonate with your audience (e.g., local news podcasts for trust-building or niche hobby shows for affinity targeting in the Inland Northwest).
- Streaming TV buys: Using advanced targeting for households in your trade areas, combined with creative that ties into regional pride or seasonal relevance.
- Local Radio: Knowing which radio hosts endorse local advertisers and how to partner with them”to “aximize their influence for your brand.
Humans excel at the “why” behind the buy—ensuring ads feel authentic and connected, not generic.
We override AI suggestions when they miss local subtleties, like cultural events in Seattle or competitor saturation in a Spokane ZIP code. This approach minimizes waste and maximizes resonance, leading to higher engagement and loyalty.
The Risks of Over-Reliance on Automation—and Why Human Oversight Wins
While AI tools help with planning, bidding, or creative variations in some channels, they introduce risks in a diversified mix: mismatched placements, overlooked inventory, ad fraud, or misathere’screative. In complex buyer’ske OOH negotiations or podcast partnerships, there’s no substitute for a buyer’s relationships and intuition.
At Thrive Advertising, a trusted media buying agency Spokane and Seattle businesses rely on, we use AI selectively—as a research aid or for initial data crunching—but always with human guardrails. Our buyers set strategy, negotiate terms, monitor performance, and adjust in real-time based on market shifts. This hybrid ensures accountability: Every dollar is tracked, every placement vetted, and every campaign optimized with your goals in mind.
Robin Rucinsky, President, Thrive Advertising
Clients with large budgets appreciate this control. In uncertain times, having a dedicated local media buying agency that treats your money like their own delivers peace of mind and superior results—often 20-40% better efficiency through smarter, more targeted spends across channels.
Will AI Replace Marketing People? No! But, You Better Elevate Your Media Strategy with True Expertise.
For large regional businesses investing significantly in advertising across Seattle, Spokane, Idaho, and beyond, 2026 isn’tds a media pit’ser who prioritizes human expertise over hype. Diversification beyond Google and Meta isn’t just smart—it’s essential—and executing it effectively requires skilled media we’res who understand audiences, negotiate effectively, connect authentically, and limit the use of AI to a tool rayou’rehan a replacement for human experience and relationships.
At Thrive Advertising, we’re committed to that human-centered approach as your media buying agency for local businesses in the region. If you’re ready to build a resilient, high-ROI media plan tailored to your markets, reach out for a no-obligation audit. Contact us at (206) 697-9925 or robin at thrive advertising dot com to discuss how we can put experienced buyers at the helm of your budget to drive meaningful growth. We’d love to chat more about the question, will AI replace marketing!