News Summary

• For years, DSPs and SSPs have been jockeying to control more of the digital ad supply chain.
• Now, agencies are increasingly throwing their hats in the ring to own more of that infrastructure.
• Stagwell isn’t interested in owning the supply chain, and clients still need DSP capabilities.
• “Those that are in the middle of the middle will potentially, sadly fall to the bottom,” said Matt Adams, CEO of Stag well Media Platform.