The large part of ad spend typically goes to waste because of the poor campaign ROI, ad fraud, and ever-increasing third-party markup fees.
Dependence on multiple external media-buying partners slows down decision-making and execution processes whereas marketing needs to react to changes immediately.
Contractors, intermediaries, and third-party providers of services and tools not only drain the company’s budget but also demand using first-party data which increases a data-leakage risk.
The lack of control in marketing arises from technological disconnection between departments that leads to the poor internal communications and data management.
The complexity of information gathered from the different marketing channels is misleading when there’s no chance to track patterns and frequencies in the long run.