Category: In the News

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Indie agencies have client ad dollars to spend, but demand side platforms don’t seem eager to take them. At least, that’s the sentiment coming from indie agencies as of late. 

As indie agencies understood it, the path was simple: Spend enough and land a direct relationship with the DSP, thus bypassing reseller fees. In reality, indie agencies say that hasn’t happened.

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Stagwell’s Freestar acquisition moves the holding company deeper into the business of selling the media its agencies help advertisers buy, with the ⁠deal, announced Oct. 26, bringing its publisher monetization technology and relationships into Stagwell’s Owned Media division.

Undoubtedly, this will extend Stagwell’s influence across the advertising supply chain, but as with Publicis Groupe’s purchase of LiveRamp, it does raise questions around transparency. However, it’s worth pointing out how Stagwell is buying Freestar’s technology and services business, not the publishers in its network. Financial terms were not disclosed.

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