Media agencies are increasingly bypassing traditional gatekeepers by establishing direct partnerships with SSPs. As a result, agencies like Stagwell’s Assembly have significantly consolidated their SSP partners, focusing on key players like OpenX. These direct partnerships not only streamline media spending but also enable agencies to influence the development of new tools and features, exemplified by OpenX’s collaboration with Omnicom’s OMD in rolling out Results by OpenX, an AI solution the company unveiled this year.
Agency-SSP partnerships are growing more common – and blurring programmatic’s old dividing lines
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