Which demand side platform (DSP) is right for your agency? The answer depends on your clients’ needs, your team’s capabilities, and the total cost of running campaigns. We compare DV360, The Trade Desk, Amazon DSP and StackAdapt to help you understand where each could fit and what to ask before committing.
How the Platforms Compare
A) Display & Video 360 (DV360): Google-Stack Integration
DV360 deserves consideration when YouTube and Google Marketing Platform integration are central to the media plan. Linking GA4 with DV360 supports audience sharing and conversion-related integrations, helping agencies connect analytics insights with campaign activation.
For teams already working across Google products, that connected workflow can be a compelling reason to evaluate DV360. Its value depends on correct setup and the team’s ability to use the available capabilities.
Ask: How will audiences, conversion tracking, and reporting work across our existing setup—and what implementation support is included?
B) The Trade Desk: Independent Omnichannel Buying
The Trade Desk is worth considering for agencies buying across CTV and the open internet. It offers tools to reach and measure audiences across participating publishers, alongside direct connections to some publishers through OpenPath.
The fit depends on the inventory and audience reach available in your target markets. Agencies should also assess placement quality, reporting, and the full cost of running campaigns.
Ask: Can we reach the audiences our clients need, on suitable inventory, with clear reporting and costs?
C) Amazon DSP: Shopping Signals and Streaming Inventory
Amazon DSP combines Amazon audience signals with access to properties such as Prime Video and Twitch, alongside third-party inventory. It serves advertisers that sell on Amazon and those that do not.
The opportunity depends on how closely its audiences and media access match the client’s objectives. For businesses outside Amazon’s retail ecosystem, measurement against their own business outcomes deserves particular attention.
Ask: How will the audience strategy support our client’s goals, and how will we measure results beyond Amazon purchases?
D) StackAdapt: Contextual and Multichannel Campaigns
StackAdapt offers buying across native, display, video, CTV, and audio, with contextual targeting among its capabilities.
It merits consideration for agencies building campaigns around content relevance or managing several channels within one platform. Evaluate it against the required controls and reporting rather than assuming it is only suitable for smaller test budgets.
Ask: Can we build, optimise, and report on a representative client campaign with the control and visibility we need?
Compare Total Cost, Not Just the Platform Fee
Fees and minimum spend requirements can vary by contract, market, and level of service. Check what’s included before comparing quotes.
For example, DV360 pricing depends on your contract, with additional charges for some features and third-party services. Amazon offers both media costs with added fees and fixed prices per thousand impressions (CPM).
Request comparable quotes against the same campaign brief:
| Cost or term | What to establish |
|---|---|
| Media | Which inventory is included, and are costs net or inclusive of fees? |
| Platform and extras | What is the fee applied to, and which data, verification, or measurement charges are additional? |
| Services | What support or campaign management is included? |
| Commitments | Are there minimum charges, deposits, shortfall fees, or notice periods? |
| Internal workload | How much setup, trading, reporting, and troubleshooting will your team handle? |
A bundled price can offer value when its scope is clear. Itemised pricing makes costs easier to inspect, but does not automatically mean a cheaper service.
Ask for a worked invoice example and factor in your team’s delivery time. Lower technology fees can be outweighed by additional operational work.
Check What Partner Access Includes
Working with a partner can give your agency access to a DSP and technical support. Before signing, make sure the agreement covers what your team needs:
- Control: Who manages campaigns, user access, and tracking? Can you see all costs?
- Costs and terms: What fees, minimum spend, payment terms, and cancellation conditions apply?
- Support: What setup help, training, and troubleshooting are included? How quickly can you expect a response?
- Access when you leave: Which accounts, reports, audiences, and other assets can you keep or transfer?
Get the transfer details in writing, including any restrictions, costs, and timelines. Some assets may need to be rebuilt, and historical data may not transfer.
Conclusion
Shortlist DSPs against your client mix, measurement needs, and internal capabilities. Then compare written terms and test the workflows your team will use each week.
The right choice should help your agency deliver relevant media, explain results, and maintain a profitable service as client requirements grow.
Considering DV360? Contact FiveStones here and tell us about your client requirements and internal capabilities to assess whether a partner-supported approach fits your agency.