Businesses' Martech Plans for the Next 12 Months
Some 99% of businesses plan to make some changes to their martech stack in the next 12 months, according to recent research.
Measurement Will Collapse the Ad Stack and Change the Economics of Programmatic
Martech — Thu., Apr. 11, 2024The advertising stack is bloated due to many involved vendors and lack of sustainable price-performance ratio. As we add measurement, economics begin to collapse.
The problem isn't a single piece, but the model itself. Our industry prides on the right audience, message, and time, but lacks a sustainable price ratio.
With more robust measurement, focus on price is necessary, leading to a new model. The current model is failing due to return of walled gardens, privacy laws, and vendor fees. Transparency is needed for sustainable value.
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Measurement Will Collapse the Ad Stack and Change the Economics of Programmatic
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