In an effort to become more transparent, marketers and advertisers reduced the use of ad technologies by 12% between 2018 and 2019 to address ad tech bloat and simplify processes.
However, according to research by AdLedger, although these signs are initially promising, brands and marketers will be adding around 8.5 new technologies over the coming year.
There appears to be a major discrepancy between the number of ad technologies marketers actually plan on using in three years’ time (15) and the average 36 technologies they have in their stacks in 2019.
It appears that brands may be hopeful that they could deploy simplified tech stacks within just three years’ time aided by AI-based technologies.
AI-based tools, data management platforms and campaign management tools ranked at the top of desired technologies for the future.
Meanwhile, the worst performing capabilities in ad tech solutions include fraud control, transparency and brand safety.
Interestingly, eight out of 10 marketers believe that technology providers are responsible for fixing the issues with their ad technology ecosystem.
“This data suggests that marketers and publishers alike have little recourse. It is simply impossible to affect real change within an ecosystem which is foundationally complex and point solution-based, and there is no incentive to widespread demand for the current ecosystem to clean up its act. Transparency takes a back seat to short-term performance, stacks are too complicated to prevent ad fraud (post-fraud policing wins over prophylaxis), and brand safety wins to a mix of operations within walled gardens and general risk tolerance to reach the “rest of the web”,” the report concludes.