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One in three marketers believe ad tech “is broken beyond repair”

Over eight in ten (83%) of marketing leaders said they found that jargon was adding unnecessary complexity to the digital marketing landscape, according to a recent survey by NewBase (formerly Publicitas International).

This was a survey of over 1,000 global marketers. Senior marketing professionals were asked about the big issues facing the industry; transparency, ROI and the ad tech supply chain.

The survey also found that 91% of marketers want the digital supply chain to be simplified while 90% of marketers want a third party verification measure.

Respondents were also asked who should be responsible for leading the charge to address the issues faced by the sector. The results were astoundingly constant across the board – marketers wanted change in the sector and 60% wanted industry bodies to lead the way in combatting ad fraud.

Over 60% of marketing professionals also wanted industry bodies to address the complexity within the digital advertising supply chain. Over half (54%) wanted industry bodies to introduce and control a standard measure for audience verification.

93% of marketers agreed that ROI and accountability are more important than ever and an even higher percentage (96%) wanted increased collaboration between agencies, brands, publishers and ad tech providers.

The profession is united (nine out of ten marketers) in wanting to see standard third party verification come into force, and a third (over 34%) also consider ad tech to be broken beyond repair.

Mike Jeanes, head of insight, NewBase said, “Globally marketers are united in calling for industry bodies to show leadership on the challenges facing the sector, the responses were remarkably consistent across region, industry sector and professional level. They are also keen to collaborate more with their business partners to make the digital supply chain more transparent, easier to use and understand. The profession is calling upon its leaders to act and make good on the promises made recently.”

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