"As marketing ecosystems grow more complex and accountability pressures increase, programmatic advertising is at a pivotal moment. Brands and agencies are being asked to justify marketing budgets faster, optimize more precisely and demonstrate impact when campaigns are still active, not weeks after budgets are depleted. However, many programmatic workflows remain rooted in post-campaign analysis. Activation happens in one place, measurement in another and insight arrives only after outcomes are set."
"Marketers are recognizing the lag isn't just a workflow issue - it's a platform issue. When advertising platforms are built as collections of tools rather than connected ecosystems, performance visibility breaks down at the moments it's needed most. This separation goes beyond reporting, it's structural. Media buying, access to inventory, audience identity and performance insight often live in different systems, making it harder for marketers to understand how exposure connects to outcomes while campaigns are still active."
Programmatic advertising faces pressure to justify budgets faster, optimize precisely and show impact during active campaigns. Many workflows still rely on post-campaign analysis, separating activation, measurement and insight across systems. This structural fragmentation obscures how exposure drives outcomes, especially as premium channels like CTV scale. Platforms built as collections of tools break performance visibility when real-time decisions matter. Disconnected media buying, inventory access, audience identity and measurement create delays that erode trust in signals and force reactive explanations of success. A shift toward in-market performance visibility aims to provide real-time clarity so marketers can act while campaigns are live.
Read at www.marketingdive.com
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