Independent Agencies Seek Direct Access to DSP Platforms
Smaller firms are negotiating to bypass third-party resellers and eliminate additional fees from their programmatic spend.
Updated on Oct. 21, 2026 in Advertising
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Independent advertising agencies are increasingly negotiating for direct access to The Trade Desk and Amazon DSP platforms to bypass third-party resellers. By securing direct seats, these agencies aim to eliminate intermediary fees and improve control over their programmatic advertising operations.
Why it matters
Reseller fees add unnecessary costs that erode margins for independent agencies already navigating complex platform requirements. Direct relationships allow these firms to reclaim those costs and gain better support and negotiating power directly from the DSP providers.
Agencies report paying an additional 10% in reseller fees on top of platform costs, such as Amazon's 15% fee, when working through intermediaries. These overheads impact smaller firms, including a 25-person Washington-based agency and a 20-person agency in Texas.
The players
The Trade Desk
A demand-side platform provider that facilitates programmatic advertising buys through a real-time bidding infrastructure.
Amazon
An e-commerce and cloud infrastructure giant that operates a proprietary demand-side platform for advertising inventory.
Publicis
A global advertising holding company that manages large-scale media buying operations for national brands.
Jeff Green
The CEO of The Trade Desk who oversees the company's platform strategy and market positioning.
The details
Independent agencies currently use third-party service partners to handle ad setup and optimization because they lack direct seat access to major DSPs. While Amazon allows direct access without minimum spend requirements, The Trade Desk mandates specific commitment levels to approve direct platform seats. By negotiating these direct relationships, agencies intend to cut out intermediary fees and secure more favorable terms directly with platform providers.
Timeline
March 2026: Publicis ended its relationship with The Trade Desk.
August 6, 2026: The Trade Desk addressed DSP competition during an earnings call.
Market Landscape
The current push for direct access follows the precedent set when Publicis ended its relationship with The Trade Desk in March 2026. This trend reflects a broader move by agencies to reduce reliance on third-party intermediaries and reclaim margins in a competitive market.
Owners should review current programmatic contracts to identify hidden reseller fees that may be inflating total campaign costs. If your firm’s spend justifies it, prioritize negotiating direct seats with Amazon immediately, given their lack of a minimum spend threshold.
The takeaway
Direct platform access is a critical lever for improving agency profitability and operational agility. Evaluate your agency's monthly programmatic volume against the commitment requirements for direct seats at each major DSP to determine your eligibility for bypassing resellers.
Further reading
For more on industry shifts, visit the Advertising section.
Source note: This article includes information reported by Digiday.
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