Inside indie agencies’ DSP gripes and the rise of agentic media buying
Digiday ·
Independent agencies are pushing back on costly DSP fees as AI agents threaten to reshape how media is bought and who controls ad dollars.
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Indie agencies have client ad dollars to spend, but demand side platforms don’t seem eager to take them. At least, that’s the sentiment coming from indie agencies as of late.
As indie agencies understood it, the path was simple: Spend enough and land a direct relationship with the DSP, thus bypassing reseller fees. In reality, indie agencies say that hasn’t happened.
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