Selecting the right AdTech partners
in a crowded market
Partnership decisions that matter
AdTech decisions are high-stakes, long-term, and difficult to unwind.
The wrong partner, the wrong contract, or the wrong incentives can lock brands into years of unnecessary cost, operational friction, and hidden risk.
Back to Black provides independent, senior-level support to help brands evaluate, select, and contract AdTech partners with confidence.
We ensure AdTech partnerships are commercially sound, operationally viable, and scalable over time.
Independent advice for your most important decisions
From initial partner evaluation to exiting contracts, we help brands make important AdTech decisions with clarity and confidence.
Evaluate
We independently review ad platforms, data and measurement partners to help brands make the right choices. Vendor recommendations are stress-tested, pricing models and fee structures are benchmarked, and choices are based on facts, not sales pressure.
Structure
Once a partner is selected, we turn the commercial agreement into a contract that protects long-term value. We help negotiate the key terms, spot misaligned incentives and hidden costs, and reduce risks that often only appear after contracts are signed.
Govern
AdTech decisions don’t end at signature stage. We support renewals, renegotiations, consolidation, and exits as needs change. Our role is to help brands stay flexible, retain leverage, and avoid being locked into trading arrangements that no longer make sense.
We are independent. We do not resell technology, take referral fees, or benefit from vendor selection decisions.
When brands typically engage us
Brands typically engage us when AdTech decisions carry material financial or strategic risk. This is most often driven by change, complexity, or the need for an independent perspective.
When brands decide to bring AdTech in-house at scale
When leadership needs an independent perspective
When AdTech costs are rising steeply and value is unclear
When the procurement team asks to run a complex RFP
When long-term contracts are up for renewal or renegotiation
A different perspective on AdTech partnerships
Back to Black brings a commercial lens shaped by over two decades working directly with brands, agencies, and AdTech vendors. Having operated on both sides of the table, we understand not just how decisions are really made, but how incentives align, risks emerge, and agreements perform in practice long after the ink has dried.
Our focus is simple:
Better partner decisions
Clearer commercial terms
Fewer surprises over time
A trusted partner to take your business from red to black