A new
report published by MadHive,
AdLedger and Industry Index describes AdTech being a ‘fundamentally broken industry’ that ‘must change now’.
The report, aptly titled ‘Complexity, Opacity & Frustration: Why AdTech Must Change Now’ argues that the market finds itself in a strange situation. Namely, AdTech buyers are frustrated with the poor performance of technological solutions and problems of fraud, opacity and complexity, which these solutions are supposed to solve. Nonetheless, they are still looking to add to their technology stack. Or to put it more clearly, buyers are unhappy with their purchases but are still making those same purchases.
The ‘technology stack’ of AdTech buyers refers to the number of technologies that marketers use. They need them to make the best decision on when, where and how to advertise. The study performed by Industry Index Research found that on average participants use 28 different advertising and marketing technologies.
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