Survey Finds Top Programmatic Marketers Expand Channels and Measure Better Than Peers
TLDR
A StackAdapt survey of 885 marketing professionals finds top performers expand across more channels, use connected data and report greater measurement confidence, while 42% estimate over 20% of programmatic budget is wasted to siloed execution.
StackAdapt's State of Programmatic Advertising 2027 report, which combines a survey of 885 marketing and advertising professionals with anonymized platform data, found top performers expand across more channels and report greater measurement confidence, as first reported by MarTech. Forty-two percent estimate that more than 20% of their programmatic budget is wasted because of siloed or fragmented channel execution, and only 7% say they have a fully unified measurement strategy. Advertisers spending $10 million or more annually cite organizational silos and technology limitations as barriers more often than mid-spend marketers.
How we got here
- Oct 19StackAdapt survey finds 42% of marketers waste over one-fifth of programmatic budget due to measurement silos
StackAdapt's survey reveals measurement fragmentation costs programmatic advertisers significantly, with only 7% running fully unified measurement systems.
- Oct 15HubSpot introduces account-level spending caps and mid-cycle subscription adjustments to manage AI and platform costs
HubSpot rolled out account-level spending limits, flexible billing options, and mid-cycle subscription controls to help customers manage costs as AI usage grows.