Measurement Will Collapse the Ad Stack and Change the Economics of Programmatic

Measurement Will Collapse the Ad Stack and Change the Economics of Programmatic

Martech — Thu., Apr. 11, 2024

The 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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