An independent consultancy helping AdTech companies secure agency spend
In an increasingly crowded market, strong AdTech companies of all sizes struggle to gain traction with media agencies. Agency ecosystems are shaped by entrenched incumbents, compressed planning cycles, limited evaluation capacity, and constant commercial pressure. As a result, many platforms are sidelined before they are ever properly assessed by the right decision makers.
We believe AdTech partners should be chosen for commercial impact and long-term strategic value, not legacy relationships, convenience, or inertia.
AdTech innovation is constrained less by ideas or technology than by how partnership decisions are made, activated, and sustained within agency ecosystems. In crowded markets, many capable platforms struggle to progress beyond initial interest, fail to convert engagement into meaningful agreements, or lose momentum as spend begins to scale.
Back to Black works at the points where agency relationships turn into decisions, decisions turn into contracts, and contracts either scale profitably or fail to deliver value.
For more than two decades, we have worked at the heart of agency and AdTech relationships, negotiating hundreds of commercial agreements and representing both buyers and sellers within procurement discussions.
This gives us a practical understanding of how agencies choose partners, approve investment, and scale spend over time. We apply that experience to support AdTech companies at every stage of growth, from first introductions with agencies, to turning early interest into formal agreements, and scaling established partnerships with confidence.
If you are struggling to gain traction with agencies, we should talk.
We will work closely with you, take the time to understand your business and goals, and help move things forward.
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