Marketing Complexity Grows with Spend, Hindered by Silos

What happenedTop-performing marketers are managing increased complexity across channels, data, and AI more effectively than their peers. However, a significant portion of programmatic budgets are wasted due to fragmented channel execution, particularly for large advertisers who face organizational silos and technology limitations despite higher investment in measurement and advanced features.

Why it matters for marketersWhile AI and expanded channel reach offer performance gains, the real challenge for high-spend marketers lies in breaking down organizational silos and tech fragmentation that lead to wasted budget. The effectiveness of AI-driven strategies is directly capped by the ability to achieve true omnichannel alignment.

Topics: omnichannel marketing, programmatic advertising, marketing complexity, organizational silos