Christoph Berg, managing director of MINT Square, discusses the challenges independent agencies face in navigating the complex programmatic advertising ecosystem. He advocates for the adoption of flexible, managed support structures to help these agencies access premium inventory in channels like CTV and retail media without the burden of direct platform contracts.
The shift toward private marketplaces and curated supply paths has effectively priced out smaller players who lack the scale for direct platform relationships. By adopting managed service models, independent agencies can access premium CTV and retail media inventory that was previously reserved for holding companies with massive spend commitments. This structural shift allows smaller firms to maintain their inherent agility while leveraging high-impact formats to compete for performance-driven clients. As the industry faces mounting pressure to reduce non-working media spend, watch for a rise in specialized consultancies providing the technical infrastructure that independent agencies cannot afford to build in-house.
Independent agencies are facing a $26.8 billion annual media waste crisis caused by complex supply chains and excessive intermediaries. MINT Square managing director Christoph Berg suggests that smaller firms adopt managed support models to bypass high spend requirements, allowing them to access premium CTV and retail media inventory effectively.
According to the Association of National Advertisers, annual programmatic waste has reached $26.8 billion due to complex supply chains and excessive intermediaries.
Premium inventory in CTV and retail media is increasingly locked behind private marketplaces and programmatic guaranteed deals that require massive spend commitments, effectively pricing out smaller agencies.
Managed support models allow independent agencies to access high-quality inventory without signing direct platform contracts or meeting the high minimum spend requirements typically reserved for large holding companies.
Berg recommends the use of centralized reporting and fixed-cost structures to improve operational transparency and campaign predictability for independent agencies.
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