Evolving Agencies

Agencies are moving closer to supply, and it’s reshaping the programmatic middle layer

How the rise of ‘containerization’ reflects a broader shift as holding companies seek greater control over infrastructure.

Related Coverage

• WTF is sell-side decisioning? | How SSPs are making programmatic more valuable and efficient
• The Trade Desk’s supply-path optimization efforts portend potential disruption ahead
• Agency-SSP partnerships are growing more common – and blurring programmatic’s old dividing lines