Media agencies are increasingly seeking direct partnerships with supply-side platforms (SSPs), moving away from reliance on traditional ad tech intermediaries. Pressured by client demands for transparency and premium inventory, agencies like Stagwell's Assembly have streamlined their SSPs to focus on four main partners to optimize their programmatic ad investments. This shift not only aims to alleviate budget concerns but also enhances the efficiency and effectiveness of media spend. As the industry evolves, these direct relationships may reshape the buying landscape in programmatic advertising.
We're actively pushing more of our spend to those four partners.
The scale and quality of inventory is the number one factor for us.
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