Agencies & Marketing — Ad Tech Firm Faces Agency Backlash on Programmatic Control

Agencies & Marketing · 2026-04-14

TODAY'S SIGNAL — The power dynamics between platforms, agencies, and creators are shifting on multiple fronts simultaneously. The Trade Desk's escalating tensions with agencies over transparency and programmatic control signal a potential realignment in how media dollars flow through the buy-side stack — a development that could benefit rival DSPs and force agencies to renegotiate terms or…