{"id":24856,"date":"2022-11-14T14:50:00","date_gmt":"2022-11-14T09:20:00","guid":{"rendered":"https:\/\/www.adpushup.com\/blog\/?p=24856"},"modified":"2022-11-16T17:50:31","modified_gmt":"2022-11-16T12:20:31","slug":"what-are-agency-trading-desks","status":"publish","type":"post","link":"https:\/\/www.adpushup.com\/blog\/what-are-agency-trading-desks\/","title":{"rendered":"What are Agency Trading Desks?","gt_translate_keys":[{"key":"rendered","format":"text"}]},"content":{"rendered":"\n<p class=\"has-background\" style=\"background-color:#fff9ea\">Learn about <meta charset=\"utf-8\"><strong>Agency Trading Desks<\/strong>, their pros and cons, key features, and how ATDs work. <\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>Brands have grown independent of agencies and their managed services due to the emergence of <a href=\"https:\/\/www.adpushup.com\/blog\/programmatic-advertising\/\">programmatic ad-buying platforms.<\/a> <\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>Most online (and some offline) media purchases may now be performed internally for less money, with more transparency and control over the information purchased.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p><em>Does that mean that, by today&#8217;s standards, agency trading desks are wholly irrelevant? Let&#8217;s investigate<\/em>:<\/p>\n\n\n\n<p><\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_79_2 counter-flat ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents:<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.adpushup.com\/blog\/what-are-agency-trading-desks\/#What_Is_an_Agency_Trading_Desk\" >What Is an Agency Trading Desk?<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.adpushup.com\/blog\/what-are-agency-trading-desks\/#Agency_Trading_Desks_vs_Demand-Side_Platforms\" >Agency Trading Desks vs. Demand-Side Platforms<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.adpushup.com\/blog\/what-are-agency-trading-desks\/#Agency_Trading_Desks_ATD\" >Agency Trading Desks (ATD):&nbsp;<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.adpushup.com\/blog\/what-are-agency-trading-desks\/#Demand-Side_Platform_DSP\" >Demand-Side Platform (DSP):&nbsp;<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.adpushup.com\/blog\/what-are-agency-trading-desks\/#How_Agency_Trading_Desk_Evolved_Over_the_Years\" >How Agency Trading Desk Evolved Over the Years?<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.adpushup.com\/blog\/what-are-agency-trading-desks\/#ATDs_Advantages_for_Advertisers\" >ATDs Advantages for Advertisers:<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.adpushup.com\/blog\/what-are-agency-trading-desks\/#Disadvantages_of_ATDs\" >Disadvantages of ATDs<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/www.adpushup.com\/blog\/what-are-agency-trading-desks\/#What_does_an_Agency_Trading_Desk_do\" >What does an Agency Trading Desk do?<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/www.adpushup.com\/blog\/what-are-agency-trading-desks\/#Agency_Trading_Desk_Usage_Costs\" >Agency Trading Desk Usage Costs:<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/www.adpushup.com\/blog\/what-are-agency-trading-desks\/#Popular_Agency_Trading_Desk_Services\" >Popular Agency Trading Desk Services<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/www.adpushup.com\/blog\/what-are-agency-trading-desks\/#In_Closing\" >In Closing:<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/www.adpushup.com\/blog\/what-are-agency-trading-desks\/#Frequently_Asked_Questions\" >Frequently Asked Questions:<\/a><\/li><\/ul><\/nav><\/div>\n<h2 id=\"h-what-is-an-agency-trading-desk\"><span class=\"ez-toc-section\" id=\"What_Is_an_Agency_Trading_Desk\"><\/span><strong>What Is an Agency Trading Desk?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>A trading desk is a software or a package of services offered by a media company. The services cover planning, purchasing, managing, and optimizing programmatic advertising campaigns. <\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>Compared to managing campaigns internally, using an agency trading desk (ATD) offers advertisers the key advantage of <a href=\"https:\/\/www.adpushup.com\/blog\/a-guide-to-programmatic-buying\/\">media buying<\/a> at a reduced cost. <\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>In fact, ATDs were initially able to provide competitive pricing on the media since they represented several clients and were able to secure better terms from prestigious publishers.&nbsp;<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>However, over time, the situation has changed. Leading internet advertising businesses like Google are now challenging benefits of employing Agency Trading Desks. As a result, the old agency business model is under threat.&nbsp;<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>Still, it has also evolved in many ways, becoming a more comprehensive service that goes beyond the initial definition of a <strong>trading desk set up<\/strong> and includes a variety of features and analytics tools.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2><span class=\"ez-toc-section\" id=\"Agency_Trading_Desks_vs_Demand-Side_Platforms\"><\/span><strong>Agency Trading Desks vs. Demand-Side Platforms<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p><em>The capabilities of an ATD appear similar to the features provided by a self-serve demand-side platform (DSP). The important distinction is that agency trading desks typically provide some additional human labor on top of it.<\/em><\/p>\n\n\n\n<p><\/p>\n\n\n\n<h3><span class=\"ez-toc-section\" id=\"Agency_Trading_Desks_ATD\"><\/span><strong>Agency Trading Desks (ATD):<\/strong>&nbsp;<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>An ATD is a management platform within a media buying firm that centralizes programmatic media optimization and purchasing. <\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>ATDs offer software development, account management, and data analytics services for the agency&#8217;s advertising customers.&nbsp;<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>They advise the best advertising approaches and aid in planning, allocating, and optimizing marketing budgets. <\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>Trading desks may use one or more DSPs. Advertisers who use an agency trading desk&#8217;s services need direct access to the available media inventory.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img loading=\"lazy\" width=\"1024\" height=\"683\" src=\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2022\/11\/charlesdeluvio-Lks7vei-eAg-unsplash-1024x683.jpg\" alt=\"agency trading desks\" class=\"wp-image-24865\" srcset=\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2022\/11\/charlesdeluvio-Lks7vei-eAg-unsplash-1024x683.jpg 1024w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2022\/11\/charlesdeluvio-Lks7vei-eAg-unsplash-300x200.jpg 300w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2022\/11\/charlesdeluvio-Lks7vei-eAg-unsplash-768x512.jpg 768w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2022\/11\/charlesdeluvio-Lks7vei-eAg-unsplash-1536x1024.jpg 1536w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2022\/11\/charlesdeluvio-Lks7vei-eAg-unsplash-270x180.jpg 270w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2022\/11\/charlesdeluvio-Lks7vei-eAg-unsplash-770x515.jpg 770w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2022\/11\/charlesdeluvio-Lks7vei-eAg-unsplash-150x100.jpg 150w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/div>\n\n\n\n<h3><span class=\"ez-toc-section\" id=\"Demand-Side_Platform_DSP\"><\/span><strong><a href=\"https:\/\/www.adpushup.com\/blog\/what-is-demand-side-platform\/\">Demand-Side Platform (DSP):<\/a><\/strong>&nbsp;<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>The <a href=\"https:\/\/www.adpushup.com\/blog\/an-introduction-to-supply-side-platforms\/\">supply-side platform<\/a>s (SSPs) and <a href=\"https:\/\/www.adpushup.com\/blog\/top-ad-exchanges-for-publishers\/\">ad exchanges<\/a> are where marketers and agencies buy media from publishers. In contrast, a DSP is a piece of advertising technology (AdTech) that does this.&nbsp;<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>Typically, <a href=\"https:\/\/www.adpushup.com\/blog\/the-ultimate-guide-to-real-time-bidding\/\">real-time bidding <\/a>(RTB) transactions in the open market or the private marketplace (PMP) are used by DSPs to acquire impressions from SSPs\/ad exchanges.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>A DSP is a technological platform that links to supply-side platforms (SSPs) and ad exchanges to purchase <a href=\"https:\/\/www.adpushup.com\/blog\/what-are-unique-impressions-why-are-they-important\/\">ad impressions<\/a> programmatically through real-time bidding auctions. <\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>Through a single interface, it enables advertisers (who &#8220;demand&#8221; inventory) to manage, buy, and optimize programmatic <a href=\"https:\/\/www.adpushup.com\/blog\/how-to-determine-the-value-of-your-ad-inventory\/\">ad inventory.<\/a><\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2><span class=\"ez-toc-section\" id=\"How_Agency_Trading_Desk_Evolved_Over_the_Years\"><\/span><strong>How Agency Trading Desk Evolved Over the Years?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Brands are demanding more clarity from agencies regarding fees, commissions, and media costs. Instead of just acting as a middleman and taking a cut of the profits, they want the ATD to act as an agent working for the customer.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>Only a few agencies are open about the markup they apply to the programmatic media they provide. Some brands have taken their ad planning and buying in-house as a result of this.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>ATDs have developed significantly over time and have expanded to include features provided by some of the most important <a href=\"https:\/\/www.adpushup.com\/blog\/what-is-ad-tech-how-does-it-work\/\">AdTech platforms<\/a> to adapt to advertisers&#8217; current needs.&nbsp;<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>The technology employed by ATDs today is frequently based on proprietary advertising technology. Still, it may also include a licensed AdTech platform, including DSPs, ad servers, data-management platforms (DMPs), and many more.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>Trading desks may provide their clients with a way to effectively harness technology, improve campaign performance, and raise the value of digital ad spending thanks to the integration of technological platforms.&nbsp;<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>Decentralization of trade-desk services is a trend we see concurrently as a result of client dissatisfaction with transparency.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>Some of the larger holding companies have decentralized their trading-desk departments by reassigning their programmatic staff to specific agencies and departments in an effort to reduce service costs and provide their clients with greater transparency.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img loading=\"lazy\" width=\"1024\" height=\"683\" src=\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2022\/11\/melanie-deziel-U33fHryBYBU-unsplash-1024x683.jpg\" alt=\"ATDS: Agency Trading Desks \" class=\"wp-image-24869\" srcset=\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2022\/11\/melanie-deziel-U33fHryBYBU-unsplash-1024x683.jpg 1024w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2022\/11\/melanie-deziel-U33fHryBYBU-unsplash-300x200.jpg 300w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2022\/11\/melanie-deziel-U33fHryBYBU-unsplash-768x512.jpg 768w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2022\/11\/melanie-deziel-U33fHryBYBU-unsplash-1536x1024.jpg 1536w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2022\/11\/melanie-deziel-U33fHryBYBU-unsplash-270x180.jpg 270w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2022\/11\/melanie-deziel-U33fHryBYBU-unsplash-770x515.jpg 770w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2022\/11\/melanie-deziel-U33fHryBYBU-unsplash-150x100.jpg 150w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/div>\n\n\n\n<h2><span class=\"ez-toc-section\" id=\"ATDs_Advantages_for_Advertisers\"><\/span><strong>ATDs Advantages for Advertisers:<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<ul><li><strong>Domain knowledge:<\/strong> Media buyers at ATDs are more informed and skilled in programmatic ad buying than advertisers who work internally at brands.<\/li><\/ul>\n\n\n\n<p><\/p>\n\n\n\n<ul><li><strong>Lower cost:<\/strong> ATDs can lower the cost of software, training, and operations by providing their services to a larger clientele.<\/li><\/ul>\n\n\n\n<p><\/p>\n\n\n\n<p>Trading desks employ qualified personnel, manage numerous campaigns for significant clients, and have experience running marketing initiatives in diverse market niches.&nbsp;<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>In addition, they make use of their own technology, including data management platforms and ad servers, to collect audience-based data, analyze it, and derive insightful information for improved ad performance in the future.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<ul><li><strong>Access to detailed campaign data:<\/strong> This covers historical bidding information, optimization techniques, bidding models, and campaign response estimation.<\/li><\/ul>\n\n\n\n<p><\/p>\n\n\n\n<ul><li><strong>Campaign management that is outsourced:<\/strong> ATDs handle marketing campaigns so that brands don&#8217;t have to.<\/li><\/ul>\n\n\n\n<p><\/p>\n\n\n\n<h2><span class=\"ez-toc-section\" id=\"Disadvantages_of_ATDs\"><\/span><strong>Disadvantages of ATD<\/strong>s<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Nowadays, advertisers who purchase media can benefit from programmatic technology on their own, internally, for example, by integrating self-serve DSPs and white-label DSPs, which has reduced the need for ATDs.&nbsp;<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>Typically, this is less expensive and more open. Moreover, there are no additional hidden fees on top of the media cost (trading desks normally charge between 10% and 20% of the client&#8217;s advertising revenue).<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>According to a <a href=\"https:\/\/www.ana.net\/content\/show\/id\/29973\">2014 ANA and Forrester poll<\/a>, 42% of marketers have reservations about agency transparency. The main issues were the effectiveness of media buying, performance indicators, viewability, ad serving, and costs.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p><strong><em>Some major disadvantages of using ATD include:<\/em><\/strong><\/p>\n\n\n\n<ul class=\"has-background\" style=\"background:linear-gradient(135deg,rgb(255,245,203) 0%,rgb(182,227,212) 100%,rgb(51,167,181) 100%)\"><li>The client needs to be informed of the true cost of the media by ATDs.<\/li><li>Agency trading desks keep a lot of their internal operations a secret.<\/li><li>ATDs can integrate their client data.<\/li><li>Clients of ATDs frequently pay enormous amounts of money for little or no gain.<\/li><\/ul>\n\n\n\n<p><\/p>\n\n\n\n<p><strong>Additionally, there&#8217;s lot of ambiguity around:<\/strong><\/p>\n\n\n\n<ul class=\"has-background\" style=\"background:linear-gradient(135deg,rgb(255,245,203) 16%,rgb(182,227,212) 100%,rgb(51,167,181) 100%)\"><li>Where the adverts are displayed?<\/li><li>Why are they displayed in a particular place?<\/li><li>Who may view the ads?<\/li><li>How frequently do they see them?<\/li><li>Which middlemen are engaged in the procedure?<\/li><li>What they pay for advertisements and middlemen<\/li><li>What are the commercials&#8217; outcomes compared to the KPIs?&nbsp;<\/li><\/ul>\n\n\n\n<p><\/p>\n\n\n\n<h2><span class=\"ez-toc-section\" id=\"What_does_an_Agency_Trading_Desk_do\"><\/span><strong>What does an Agency Trading Desk do?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p><em>Agency trading desks offer the following services to their clients:<\/em><\/p>\n\n\n\n<p><\/p>\n\n\n\n<ul><li>Purchase massive quantities of digital inventory, primarily through regulated real-time bidding auctions.<\/li><\/ul>\n\n\n\n<p><\/p>\n\n\n\n<ul><li>Make connections with publishers, supply-side platforms (SSPs), and ad exchanges to obtain premium inventory in advance at a discount, use audience and behavioral insights, mark up the cost of media, and resell it to customers on demand.<\/li><\/ul>\n\n\n\n<p><\/p>\n\n\n\n<ul><li>Aid in the planning, optimization, and allocation of <a href=\"https:\/\/www.adpushup.com\/blog\/return-on-advertising-spend-roas\/\">advertising budgets<\/a>.<\/li><\/ul>\n\n\n\n<p><\/p>\n\n\n\n<ul><li>Provide guidance to brands on effectively contacting target consumers locally and internationally.<\/li><\/ul>\n\n\n\n<p><\/p>\n\n\n\n<ul><li>Define the company&#8217;s goals and offer the best advertising tactics.<\/li><\/ul>\n\n\n\n<p><\/p>\n\n\n\n<ul><li>Monitor campaign performance, evaluate results, and give clients data-driven audience insights.<\/li><\/ul>\n\n\n\n<p><\/p>\n\n\n\n<ul><li>Offer CPO, CPL, or CPS and support typical pricing models, including CPM, CPC, CPI, and CPA.<\/li><\/ul>\n\n\n\n<p><\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img loading=\"lazy\" width=\"1024\" height=\"742\" src=\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2022\/11\/campaign-creators-3WNi-5s4LVg-unsplash-1024x742.jpg\" alt=\"\" class=\"wp-image-24872\" srcset=\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2022\/11\/campaign-creators-3WNi-5s4LVg-unsplash-1024x742.jpg 1024w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2022\/11\/campaign-creators-3WNi-5s4LVg-unsplash-300x217.jpg 300w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2022\/11\/campaign-creators-3WNi-5s4LVg-unsplash-768x556.jpg 768w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2022\/11\/campaign-creators-3WNi-5s4LVg-unsplash-1536x1113.jpg 1536w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2022\/11\/campaign-creators-3WNi-5s4LVg-unsplash-150x109.jpg 150w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/div>\n\n\n\n<h2><span class=\"ez-toc-section\" id=\"Agency_Trading_Desk_Usage_Costs\"><\/span><strong>Agency Trading Desk Usage Costs:<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Following costs are associated with using agency trading desk:<\/p>\n\n\n\n<ul><li>Costs for professional services (targeting, audience assessment)<\/li><li>Data fees (data gathering, data analysis)<\/li><li>Technical expenses (platforms, infrastructure), <\/li><li>Additional agency fees <\/li><\/ul>\n\n\n\n<p><\/p>\n\n\n\n<p>Agency fees may differ. For instance, platforms that help media businesses with programmatic sales often take 10 to 20 percent of the profits, according to an IAB analysis. <\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>Therefore, the costs associated with using an agency trading desk should be discussed in advance to eliminate potential hidden costs.<\/p>\n\n\n\n<h2><span class=\"ez-toc-section\" id=\"Popular_Agency_Trading_Desk_Services\"><\/span><strong><meta charset=\"utf-8\"><strong>Popular<\/strong><\/strong> <strong>Agency Trading Desk Services<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Over the past few years, numerous mergers and consolidations have resulted in significant changes for ATDs. Today, a large number of top advertising agencies maintain their trading desks:<\/p>\n\n\n\n<p><\/p>\n\n\n\n<ul class=\"has-black-color has-white-background-color has-text-color has-background\"><li>Affiperf (operated by Havas)<\/li><li>Dentsu Audience Network, Amnet (operated by Dentsu\/Carat)<\/li><li>Varick (operated by MDC)<\/li><li>Xaxis, [m]Platform (operated by WPP)<\/li><li>Accuen (operated by Omnicom)<\/li><li>VivaKi (Publicis)<\/li><li>Cadreon, Magna Global (operated by IPG)<\/li><\/ul>\n\n\n\n<p><\/p>\n\n\n\n<h2><span class=\"ez-toc-section\" id=\"In_Closing\"><\/span><strong>In Closing:<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Similar to other players in the online advertising ecosystem, agency trading desks also face several difficulties. <\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>Mainly because publishers are moving their programmatic operations in-house and abandoning partners who don&#8217;t offer sufficient levels of transparency and data ownership.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>Despite the success many ATDs have had, they will need to change to satisfy the requirements and desires of today&#8217;s advertisers, much like other AdTech competitors.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>A skilled AdTech partner could assist your company in bringing some of the common trade desk functionalities in-house, improving ad performance and bringing insightful data from your online campaigns.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2><span class=\"ez-toc-section\" id=\"Frequently_Asked_Questions\"><\/span>Frequently Asked Questions:<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<div class=\"schema-faq wp-block-yoast-faq-block\"><div class=\"schema-faq-section\" id=\"faq-question-1668588708046\"><strong class=\"schema-faq-question\"><meta charset=\"utf-8\"\/><strong>What is ATD in advertising?<\/strong><\/strong> <p class=\"schema-faq-answer\">Some advertising agencies offer their clients the option of outsourcing their programmatic media buying to an agency trading desk (ATD). <br\/><br\/>The trading desk handles most or all aspects of purchasing, administering, fulfilling, and reporting on media purchased on the advertising exchanges.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1668588732640\"><strong class=\"schema-faq-question\"><meta charset=\"utf-8\"\/><strong>What is a DSP in advertising?<\/strong><\/strong> <p class=\"schema-faq-answer\">When marketers and agencies want to buy digital ad inventory, they go to a demand-side platform (DSP), an automated ad-buying platform. <br\/><br\/>A few types of ad inventory are in-stream videos, mobile ads on applications and the mobile web, and banner ads on websites. In addition, several ad exchanges include DSP integration.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1668588751402\"><strong class=\"schema-faq-question\"><meta charset=\"utf-8\"\/><strong>What are the 4 main types of ads?<\/strong><\/strong> <p class=\"schema-faq-answer\">Display Advertising, Video Advertising, Mobile Advertising and Native Advertising are the four main types of ads.<\/p> <\/div> <\/div>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"excerpt":{"rendered":"<p>Learn about Agency Trading Desks, their pros and cons, key features, and how ATDs work. Brands have grown independent of agencies and their managed services due to the emergence of programmatic ad-buying platforms. Most online (and some offline) media purchases may now be performed internally for less money, with more transparency and control over the<\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"author":18,"featured_media":24862,"comment_status":"open","ping_status":"close","sticky":false,"template":"","format":"standard","meta":{"content-type":"","om_disable_all_campaigns":false,"inline_featured_image":false,"apple_news_api_created_at":"","apple_news_api_id":"","apple_news_api_modified_at":"","apple_news_api_revision":"","apple_news_api_share_url":"","apple_news_coverimage":0,"apple_news_coverimage_caption":"","apple_news_is_hidden":false,"apple_news_is_paid":false,"apple_news_is_preview":false,"apple_news_is_sponsored":false,"apple_news_maturity_rating":"","apple_news_metadata":"\"\"","apple_news_pullquote":"","apple_news_pullquote_position":"","apple_news_slug":"","apple_news_sections":"\"\""},"categories":[6440,6443,6447,8805],"tags":[6422,6421],"apple_news_notices":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v18.5 (Yoast SEO v18.9) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>What are Agency Trading Desks?<\/title>\n<meta name=\"description\" content=\"Learn about Agency Trading Desks, ATDs advantages and disadvantages, key features, and how Agency Trading Desks work.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.adpushup.com\/blog\/what-are-agency-trading-desks\/\" \/>\n<meta name=\"twitter:card\" content=\"summary\" \/>\n<meta name=\"twitter:title\" content=\"What are Agency Trading Desks?\" \/>\n<meta name=\"twitter:description\" content=\"Learn about Agency Trading Desks, ATDs advantages and disadvantages, key features, and how Agency Trading Desks work.\" \/>\n<meta name=\"twitter:image\" content=\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2022\/11\/undraw_Interior_design_re_7mvn.png\" \/>\n<meta name=\"twitter:creator\" content=\"@adpushup\" \/>\n<meta name=\"twitter:site\" content=\"@adpushup\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Shubham Grover\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"8 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Organization\",\"@id\":\"https:\/\/www.adpushup.com\/blog\/#organization\",\"name\":\"AdPushup\",\"url\":\"https:\/\/www.adpushup.com\/blog\/\",\"sameAs\":[\"https:\/\/www.linkedin.com\/company\/adpushup\/\",\"https:\/\/www.facebook.com\/AdPushup\/\",\"https:\/\/twitter.com\/adpushup\"],\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.adpushup.com\/blog\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/02\/AdPushup-logo.png\",\"contentUrl\":\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/02\/AdPushup-logo.png\",\"width\":3294,\"height\":893,\"caption\":\"AdPushup\"},\"image\":{\"@id\":\"https:\/\/www.adpushup.com\/blog\/#\/schema\/logo\/image\/\"}},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.adpushup.com\/blog\/#website\",\"url\":\"https:\/\/www.adpushup.com\/blog\/\",\"name\":\"AdPushup Blog\",\"description\":\"A\/B Testing, Monetization &amp; 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