The article discusses the difficulties advertisers face due to the fragmented nature of the ad tech ecosystem, which has evolved with more precise data and advanced solutions. New challenges, particularly around consumer privacy regulations and the integration of AI solutions, complicate the landscape further. Measurement has become more complex as channels diversify, making it hard to synchronize omnichannel campaigns effectively. To overcome these hurdles, leveraging location data is suggested as a method to unify campaigns and create a cohesive advertising strategy across diverse platforms.
As advancements in the ad tech ecosystem leave the landscape increasingly fragmented, navigating it has become more challenging for advertisers despite access to advanced solutions.
Measurement, once simpler for advertisers, has become complex with new channels having disparate metrics, making it difficult for campaigns to effectively synchronize across platforms.
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