Independent Agencies Seek Greater Negotiating Power With Trade Desk and Amazon DSP
· 2h ago · Originally reported by Digiday
Independent ad agencies are pushing for more recognition from major demand-side platforms like The Trade Desk and Amazon DSP. They argue that despite significant ad spend, they face barriers such as lack of direct platform access and limited fee concessions.
Why it matters
This highlights ongoing tensions between smaller agencies and dominant ad tech platforms, which can impact pricing, transparency, and competition in programmatic advertising.
Explain it like I’m new here
Smaller ad agencies want the big ad tech companies to treat them more fairly, like giving them better deals for being loyal customers.
Terms in this story
Go deeper
Related stories
Olyzon Launches AI Agents to Manage CTV Budgets Across Four Major DSPs
Olyzon has introduced AI-powered agents that can dynamically allocate connected TV (CTV) advertising budgets across Trade Desk, Amazon DSP, DV360, and Yahoo DSP. The system allows buyers to retain their own DSP accounts while using…
Olyzon Debuts Agentic Orchestration Platform for Cross-Channel Ad Buying
Olyzon has introduced a new platform that uses agent-based technology to manage media budgets across various advertising channels and partners. The system integrates with major DSPs, SSPs, and measurement providers, initially focusing on…
Netflix Enhances Ad Targeting and Measurement, Integrates with The Trade Desk
Netflix is expanding its advertising capabilities by introducing improved targeting and measurement tools. The company is also integrating with The Trade Desk, a major demand-side platform, to broaden advertiser access and campaign…
The Trade Desk Stock Up Fourfold Since IPO, Faces Questions on Future Recovery
The Trade Desk, a major player in programmatic advertising, has seen its stock value quadruple since its first trading day. The article discusses whether the company can recover from recent declines and continue its growth trajectory.
Trade Desk Reports Significant ROAS Increase for Retail Data in APAC and EMEA
The Trade Desk claims that campaigns using retail data in APAC and EMEA achieved much higher return on ad spend (ROAS) compared to other data types, according to internal platform data from June 2025 to June 2026. The figures exclude…
The Trade Desk's Cash Reserves Examined for Competitive Advantage
The Trade Desk's financial position, particularly its cash reserves, is being analyzed for its potential to enhance the company's standing in the digital advertising market. The focus is on how these resources might support future…