According to a recent LinkedIn post from Fluency, enterprise advertising agencies are increasingly required to operate multiple demand-side platforms to satisfy client expectations for specific premium inventory. The post highlights Amazon Ads, DV360, and The Trade Desk as examples of distinct systems needed to access Thursday Night Football, YouTube, and broad CTV and open-web reach.
The company’s LinkedIn post suggests that as agencies expand programmatic reach across these DSPs, operational overhead and labor intensity rise due to duplicative campaign setup and governance work. Fluency positions consolidated programmatic campaign management into a single system as a first step toward streamlined ad operations, agentic workflows, and reduced labor costs.
For investors, the emphasis on multi-DSP complexity and consolidation may indicate ongoing demand for workflow-automation and orchestration tools in the programmatic advertising ecosystem. If Fluency provides such capabilities, growing adoption could support recurring software revenues and deepen relationships with enterprise agencies, potentially strengthening its competitive positioning in adtech.
The post also underscores the strategic importance of omnichannel execution spanning CTV, open web, and major walled gardens, an area where efficiency gains can materially impact agency margins. As agencies seek to manage governance and performance across channels at scale, vendors that reduce manual processes and unify campaign control may capture incremental budget, offering a favorable backdrop for Fluency’s long-term growth prospects.