Advertisers face complexities with the advertising funnel and ad tech stack. They become part of the funnel dynamics instead of leading it. Big tech influences strategies while agencies repackage mechanisms. Advertisers often appear out of control regarding budget allocation, while techniques to convert customers are ironically applied to them. The ad tech ecosystem generates new solutions to old problems every year, complicating strategies without eliminating existing methods. The result is an accumulation of metrics and challenges rather than simplification, leading to confusion in defining success.
Every shiny tool is a call to action. Every acronym is friction. Every whitepaper is a retargeting ad for your strategy. And it works! Oh, how well it works...
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