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# Indie agencies question whether they need DSPs at all
- URL: https://www.medianexis.com/indie-agencies-question-whether-they-need-dsps-at-all/
- Published: 2026-10-29T14:01:16.000Z
- Updated: 2026-10-29T14:01:16.000Z
- Description: Digiday’s Kimeko McCoy and Tim Peterson discuss indie agencies’ long-running gripes about DSP fees and reseller costs, with The Trade Desk singled out as the main target.
- Author: The Signals Desk
- Tags: Ad-tech, AI, Kimeko McCoy, Indie agencies push back on DSP fees

**Why it matters.** If AI agents and unified platforms let agencies route buys around traditional DSPs, The Trade Desk and Amazon DSP lose the fee leverage they’ve held over smaller buyers.

*Signal from* [*digiday.com*](https://digiday.com/?ref=medianexis.com) *·* [*Kimeko McCoy*](https://www.medianexis.com/tag/by-kimeko-mccoy/) *·* [*read the original*](https://digiday.com/podcasts/inside-indie-agencies-dsp-gripes-and-the-rise-of-agentic-media-buying/?ref=medianexis.com)*.*