Agencies are moving closer to supply as AI reshapes ad tech
Media agencies are adapting their ad tech strategies by moving closer to supply-side platforms, a shift driven by the potential of AI to alter traditional business models. This change is reshaping how programmatic advertising operates within the industry, as agencies seek more direct access and control over ad inventory.
Key Takeaways
- Media agencies are moving closer to supply-side platforms.
- The shift is tied to AI’s impact on legacy agency business models.
- More direct access to ad inventory is part of the strategy.
- The change is reshaping the programmatic middle layer.
Why It Matters
The immediate effect is a tighter connection between agencies and supply-side platforms, which changes how programmatic buying is structured. That matters for the streaming ad stack because it affects the middle layer between buyers and inventory, not just campaign execution. The article frames this as a response to AI pressure on legacy agency models, but it does not name specific vendors or quantify adoption. Watch for further movement toward direct supply access and any concrete changes in agency ad tech workflows.
Read full article at digiday.com
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