The rise of consolidation in digital advertising represents efficiency through automation, but it often comes at the expense of control and transparency for advertisers.
With strict regulations on third-party data, tech giants are tightening control over ad systems, which correlates with increasing demands for transparency from brands.
New competition in digital advertising, such as retail media networks and connected TV, compels major ad platforms to demonstrate their value more effectively.
Campaign automation like Google’s Performance Max can lead to efficiency, but the lack of transparency remains a significant concern for marketers seeking to track effectiveness.
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