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Startups that cannot qualify as enterprise-platform partners may still be able to run campaigns through an authorized partner or managed-service provider. The key distinction is that platform-partner certification requirements are not automatically advertiser requirements: Google’s published Display & Video 360 criteria describe who can become a certified company partner, not a universal minimum spend or staffing rule for advertisers.
Why can a startup struggle to get direct access?
“Access” can mean different things: becoming a certified platform partner, getting a client-side account or seat, or hiring a provider to operate campaigns. The requirements for one route do not necessarily apply to the others.
Becoming a certified partner takes more than a small ad budget
Google says it certifies Display & Video 360 partners on a per-country basis. Its published company criteria include at least five local, full-time experts working with Google Marketing Platform products who have passed associated certification exams. Google also considers company details, team size and structure, services and pricing, client satisfaction, investment in its products, and documented client engagement and planning processes. These are company certification criteria, not evidence that every advertiser needs five specialists to run campaigns through a partner.
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Partner access is governed by agreements
For Display & Video 360, Google defines resale as providing write access to a third party and says resale is not allowed unless the applicable Google agreement expressly permits it. A provider’s ability to log in to a platform does not, by itself, establish that it is authorized to resell access. Ask the provider to identify the contractual route and confirm that it covers the proposed service in your country.
#1 Best Overall
What managed access can provide
A partner or managed-service provider may handle onboarding, technical support, campaign planning, execution, or some combination of those services. The Trade Desk’s official Certified Service Partners directory describes partner-mediated access and services such as regional reselling, onboarding, technical expertise, and strategic consulting. Its listings include MINT Square GmbH as a reseller across EMEA and PerformADV as an official reseller in Italy. A directory listing does not establish that a provider accepts every startup, offers a particular package, or charges a particular price.
Managed access can reduce the need to build platform expertise and operations in-house, but the arrangement may leave the provider responsible for campaign execution or account administration. Establish whether you are buying hands-on campaign management, client-side access, or both. Do not treat “a seat” or “access” as a complete description of the rights and responsibilities you will receive.
Rank #2
How direct and partner-managed routes differ
| Question | Direct operation | Partner-managed route |
|---|---|---|
| Who operates campaigns? | Your team, if it has the required account access and capability. A universal startup staffing rule is not established in Google’s published partner criteria. | The provider may run campaigns, grant client-side access, or combine both; confirm the arrangement in the contract. |
| Who authorizes access? | Depends on the platform’s account and contracting process; the specific route is not stated in the cited partner-certification material. | The provider should identify the contractual authorization for any resale or write access. Google says DV360 resale must be expressly permitted under the applicable agreement. |
| What support is included? | Depends on the platform and your own team; the cited materials do not state a universal support package for direct advertisers. | Google’s sales-partner minimum support obligations include support and training for applicable resold services. Confirm which terms apply to your provider and service. |
| What does it cost or require in media spend? | A universal startup minimum is not stated in the cited materials. | Provider-specific fees and spend minimums are not stated in the official partner-directory and support materials; obtain current written terms. |
What to check before signing
Ask for answers in the proposal or contract, rather than relying on a sales description of “access.” Google’s stated minimum support obligations for applicable sales partners include support and training. Its document also says resale clients receive full write access immediately upon request, including access to and extraction of platform data. Confirm that these terms apply to the service you are considering and document the practical process for requesting access.
- Authorization and geography: What agreement permits the provider to resell or grant access, and does it apply in your country and to this service?
- Account and billing: Who owns or administers the advertiser account, who pays the platform and media charges, and who controls payment settings?
- Data and permissions: Can your team view and export campaign data? What access level can you request, and how quickly will the provider grant it?
- Work included: Which planning, setup, optimization, reporting, and troubleshooting tasks will the provider perform, and which remain your responsibility?
- Support: What support and training are included, through which channels, and with what response expectations?
- Commercial terms: Itemize platform, service, data, and media charges. Ask whether there is a fixed fee, minimum spend, or other commitment, and whether it recurs.
- Exit and handover: How will campaigns, account permissions, and data be transferred if you end the relationship?
Include advertiser verification in onboarding
Google’s advertiser-verification documentation says Display & Video 360 advertisers can provide identity information to Google. An administrator or payments administrator is needed to complete verification, so identify who will hold the relevant role and have access to billing during onboarding.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.Is there a universal minimum spend for startups?
The official material described here does not establish a universal minimum spend for advertisers using a partner, a standard startup package, or common provider fees. Google’s five-expert criterion concerns company partner certification; it is not an advertiser spend threshold. Individual providers may set their own eligibility rules or commercial minimums, so ask each one for current, country-specific terms rather than relying on a market-wide figure.
Programmatic Guaranteed is a separate, specific deal type. Google’s documentation lists both Display & Video 360 and The Trade Desk among eligible DSP partners and says buyers are expected to meet a service-level agreement for delivery; eligibility may be reevaluated if a buyer misses it. That operational expectation does not establish a general barrier to buying all programmatic media.
Quick Recap
How to choose a route
- Consider direct operation if your company can obtain the needed account access and has staff to manage the platform, campaign operations, verification, billing, and reporting.
- Consider partner-managed access if you need platform expertise or execution support, but verify contractual authorization, access rights, service scope, charges, and exit terms before committing.
- Compare platform fit against the inventory and campaign needs you actually have. A partner directory or certification does not establish that a particular provider or platform is right for every startup.
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