"In the 2026 installment of the State of Digital Media Benchmark, the media consultancy analyzed the governance protocols of 143 major advertisers representing about $35 billion in annual spend. One chilling if unsurprising conclusion: agencies blame clients for being so siloed the agency doesn't have clarity on client data, which is arguably the lifeblood of modern digital marketing. It all translates to what the report cited as a "dangerous disconnect between 'having data' and 'having visibility', particularly among the world's largest advertisers, those spending at least $1 billion in media annually."
"When asked to identify the biggest driver of media waste, agencies essentially blamed clients - 46% of agencies cited advertisers' "Internal Data Silos" as the primary culprit of waste in digital media, compared to 36% of advertisers. (The fact that one out of three advertisers acknowledged their own role in lack of data clarity is telling in and of itself.)"
Governance protocols of 143 major advertisers representing about $35 billion in annual spend were analyzed. Agencies report that client data silos prevent clarity on client data, undermining effective digital marketing. A dangerous disconnect exists between having data and having visibility, particularly among advertisers spending at least $1 billion annually. Agencies identify internal data silos as the leading driver of media waste (46% of agencies), while 36% of advertisers cite the same factor. Seventy-one percent of advertisers spending over $1 billion describe their data environments as chaotic or fragmented. Data complexity is outpacing organizations' ability to implement effective data governance and visibility.
Read at Digiday
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