The concept of an agency trading desk as a central hub within a holding group network, where media buyers can source audiences using ad tech, is a little over a decade old and a term that has fallen out of favor in more recent years.

Voices raising questions around the margins these desks made became increasingly loud towards the middle of this decade, with many ATDs trading media using a model where they could be likened to holding groups’ internal supply-side platforms.

Read the full Adweek article here.