Stagwell builds its own inventory marketplace, muscling into ad tech turf
Stagwell is launching an AI-driven media curation marketplace to control inventory access directly, rather than relying on ad tech intermediaries. It’s a sign agencies want a bigger cut of the supply chain, not just a seat at the buying table.
Why it matters. Ad tech intermediaries lose their gatekeeper position as Stagwell negotiates inventory access directly, cutting them out of a share of the agency supply chain.
Signal from The Digiday Podcast · read the original.
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