"Think of how cars didn't truly transform society on their own. They only became revolutionary once highways allowed them to travel farther, faster and more efficiently. Ad tech is in a similar position. The "highways" are shared data pathways that let buyers compare, optimize and shift spend seamlessly. Without them, even the most advanced AI tools will remain limited and stuck behind the bottleneck of siloed systems."
"Fragmentation frustration has boiled over Agencies and brands are under relentless pressure to do more with less, making efficiency a prerequisite for survival. Yet fragmentation creates ubiquitous friction. Every buyer knows the pain. Campaign data lives in silos across DSPs, search, social, retail media and direct deals. Reporting is too often cobbled together in spreadsheets, full of mismatched numbers, manual errors and broken naming conventions."
Ad tech remains fragmented, with platforms locking data inside ecosystems to protect revenue and forcing advertisers to manage multiple DSPs and channels. Shared data pathways would enable buyers to compare performance, optimize campaigns and reallocate spend without manual consolidation. Current fragmentation creates reporting errors, wasted time and missed opportunities, leaving agencies with partial views of performance and inefficient processes. AI increases data volume but cannot overcome siloed systems without interoperability. Agencies cite inefficient processes as a top challenge, underscoring the urgent need for platforms to connect and enable seamless data flow.
Read at AdExchanger
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