Independent Agencies Challenge DSP Fees Amid Growth of AI-Driven Media Buying
· 2h ago · Originally reported by Digiday
Independent advertising agencies are voicing concerns over the high costs associated with demand-side platforms (DSPs). At the same time, the emergence of AI-powered agents is beginning to change traditional media buying processes and influence who manages advertising budgets.
Why it matters
This matters because shifts in how ads are bought—especially with new AI tools—could impact agency profitability and the broader ad tech ecosystem, potentially changing who holds power in digital advertising.
Explain it like I’m new here
It's like small shops complaining about expensive cash registers, while robots are starting to do the shopping for everyone.
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