Programmatic agency: what to ask before you sign
A programmatic agency buys ad inventory such as display, online video, connected TV (CTV), audio, and digital out-of-home through demand-side platforms (DSPs) like DV360, The Trade Desk, or Amazon DSP. Before you compare agencies, name three things: the channel you want to buy, the DSP you need, and who will own the account. Open the programmatic page and read who each agency serves. The list is unpaid and alphabetical.
The directory maps which agencies name which work on their own sites. It does not choose an agency, collect quotes, or publish fees.
What you are actually buying
"Programmatic" describes how media is bought: automated, through a DSP, in an auction. It does not describe a channel. Two programmatic agencies can sell very different work.
| Question | What to pin down |
|---|---|
| Channel | Display, online video, CTV, audio, digital out-of-home, or a mix |
| Platform | Which DSP or DSPs the agency buys through |
| Account ownership | Whether the DSP account is the agency's or yours, and what you can see inside it |
| Inventory | How the agency decides which sites, apps, and streaming placements your ads run on |
| Measurement | What the agency reports, from which tool, and how often |
Ask each agency to price the same scope.
Name the channel first
Read the who-they-serve lines on the programmatic page for the channel you need. The page includes an agency that names connected TV as the buy, even without a separate programmatic line. Some lines name digital out-of-home (DOOH) or audio.
If CTV is the whole plan, read those lines first. If you want YouTube placements in particular, compare the YouTube ads page. If the buy is retail or commerce media, such as Amazon, Walmart, or Target networks, the retail media and Amazon ads pages map those agencies.
Five questions before you sign
- Which DSP, and why that one? An agency that buys through one DSP is not wrong. Ask what that DSP reaches for your audience and what it does not.
- Whose account is it? Some agencies run campaigns in their own DSP seat; others set one up in your name. Ask what you keep if the engagement ends: data, audiences, reports, access.
- How are fees reported? Ask whether the agency fee and the media cost are shown as separate lines. This guide does not say what a fee should be.
- How is inventory controlled? Ask for the agency's approach to placement lists, brand safety, and low-quality sites. A listed line names filtering "MFA" (made-for-advertising) inventory.
- Is there a minimum? Some listed lines describe managed programmatic "without enterprise" minimums or DSP contracts. Ask every agency about minimum spend and contract length before the first call ends.
Talk vs not-talk checklist
"Talk" means there is a reason to start a conversation. It does not mean sign.
| Question | Talk | Not talk yet |
|---|---|---|
| Channel | You can name it: CTV, display, video, audio, DOOH | "Programmatic" is the whole brief |
| Audience | You can describe who should see the ads | You want the agency to define your customer |
| Creative | You have video or display assets, or a budget for them | No creative exists and no plan to make it |
| Measurement | You know what result you will read and where | No conversion tracking or brand measurement in place |
Before you request proposals, finish this sentence:
The work I need to hand over is…
"Run CTV and online video through The Trade Desk for our DTC brand, with a weekly report on site visits" is talk.
"Do programmatic for us" is not talk yet.
What the published lines say
Read the who-they-serve lines on the programmatic page. They describe the listings, not the market.
- Look for the DSP the line names: DV360, The Trade Desk, or Amazon DSP. Several name more than one.
- Look for the channel: CTV or connected TV, audio, or DOOH.
Who-they-serve lines name the buyer too: ecommerce, DTC, B2B, travel and hospitality, retail, finance, and agencies buying on behalf of clients. Read the line for your sector before you open a site.
How to shortlist
- Open the programmatic page.
- Read each who-they-serve line for channel, DSP, and buyer type.
- Keep two or three whose line describes your work. Add them to your shortlist; it stays in your browser.
- Open each agency's site and confirm scope there. Ask the five questions above.
If programmatic is one line in a wider paid plan, the paid media page maps agencies that name several channels. More guides: all Listed Agencies guides.
FAQ
What is a DSP?
A demand-side platform is software advertisers use to buy ad inventory automatically across many sites, apps, and streaming services. DV360, The Trade Desk, and Amazon DSP are the three named most often on this page.
Is CTV programmatic?
CTV can be bought programmatically through a DSP. This page includes agencies that name CTV as the buy.
Programmatic agency or paid social agency?
Paid social buys inside social platforms such as Meta or TikTok. Programmatic buys across the open web and streaming through a DSP. Some agencies do both; see paid social.
What does a programmatic agency cost?
Fees are not published here. Ask each agency how fees and media cost are reported.
Are these agencies ranked?
No. Listings are unpaid and alphabetical. Claiming a listing does not change its position.
How current are the listings?
A row shows the facts taken from the agency's public site. It is not an endorsement.