By Emma Lacey, SVP Sales Demand EMEA, Onetag
Independent agencies are having a moment.
While large holding groups focus on restructuring and consolidation, independents are building momentum by winning new clients, attracting senior talent, and showing that growth can be measured in quality as much as quantity.
Their strength comes from their unique mindset. These agencies lead with people, product, and purpose. They’re also able to move quickly, test new ideas early, and shape solutions around each client rather than being beholden to a fixed template.
Yet for independent agencies, scale can still feel out of reach. Competing with the networks often means achieving more with leaner budgets and teams, and less data access. But that landscape is changing: new technologies and tools now give independents access to the same infrastructure and insight that global networks rely on, without the extra layers of process or cost.
With the right choices, independents can now scale like networks, all while retaining the agility that makes them such attractive partners.
The independent challenge
Running an independent agency comes with a distinct set of challenges.
For CEOs, the priority is always to achieve lasting growth. They want the same access to data, automation, and measurement that holding companies use, delivered through systems that stay flexible and cost-efficient.
For agency directors, the day-to-day focus remains on results. Smaller teams and tighter budgets make every hour count, so the tools they employ have to be easy to use, drive instant results, and be well supported by vendors.
Because these pressures are structural, the agencies that thrive will be those that simplify operations, link performance clearly to outcomes, and use technology to extend the advantages of independence: speed, focus, and accountability.
The modern tech stack for independent growth
The most progressive independents now work like micro-networks. They build around a connected set of tools that deliver reach, precision, and visibility without heavy infrastructure.
Four capabilities define this approach:
- Curation – direct access to premium, data enriched supply that drives effective results from the start
- AI automation – machine learning that adjusts campaigns with hyper precision in real time and frees people to focus on strategy
- Measurement clarity – unified reporting that links media investment directly to client KPIs
- Customization and differentiation – flexible systems that allow each agency to adapt deals, data, and targeting to the goals that matter most for its clients
Together, these capabilities allow independent agencies to continue offering the speed and results that clients expect, all while preserving the agility and close relationships that make them distinctive. That’s because all four turn efficiency into something more tangible: smoother workflows, clearer insights, and ultimately trust on both sides of the table.
Smart Curation: the foundation of scalable independence
Of all these capabilities, however, sell-side curation remains the most powerful, connecting agencies directly with high-quality supply, removing inefficiency before activation, and giving agencies simple and immediate control of the supply path. What once required enterprise-grade infrastructure now fits inside a single, intuitive platform.
Smart curation turns media selection into a performance driver. By shaping supply paths around specific client goals, agencies can reach audiences more effectively and manage spend with precision.
Still, several misconceptions about curation still crop up in industry conversations:
- “Curation limits inventory access.” Not at all! Supply-side curation actually broadens reach across the premium open web and supports a more diverse set of publishers.
- “Curation replaces DSPs.” Hardly—it complements them, refining the bidstream so that demand-side platforms can work more efficiently and deliver stronger ROI.
- “Curation is complex.” Not always. Modern platforms such as Onetag Smart Curation are designed for simplicity, with no tech fees and quick setup that lets teams launch curated deals in minutes.
Dispelling these myths makes clear that Smart Curation gives agencies direct control over performance and transparency across the open web, thus providing a clear path to the kind of scale and efficiency once associated only with the largest networks.
Why independents are choosing Onetag
Onetag was built to help independent agencies grow with clarity and confidence. Our platform brings together Smart Curation, real-time AI optimization, and intuitive controls in one environment focused on transparency and ease of use.
We remove barriers with zero tech fees, fast activation, and hands-on support that evolves with each partner’s business. The outcome is network-level performance delivered through tools created for independence.
Independent agencies succeed when they can invest their time in strategy, creativity, and client outcomes. Onetag provides the systems that make that possible.
As M&As continue, growth in digital media will depend on openness, agility, and collaboration. Independent agencies embody all three, and Onetag is proud to provide them with tools for scale.
Orignally Published on: LinkedIn
