Stagwell’s Curate launch puts agencies’ ad tech ambitions in focus

By Kimeko McCoy • August 4, 2026 •

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For years, DSPs and SSPs have been jockeying to control more of the digital ad supply chain. Now, agencies are increasingly throwing their hats in the ring to own more of that infrastructure themselves.

Stagwell offers the latest example. Earlier this month, the holdco launched Stagwell Curate, its own inventory marketplace. (Read the specifics about Stagwell’s curated, central ad reservoir here.)

That’s not to say Stagwell’s offering is meant to replace ad tech — at least if you ask Matt Adams, global CEO of Stagwell Media Platform. Rather, agencies like Stagwell are vying for more control over where media dollars flow.