Marketers: We Don’t Understand Our Tech Stack

Many advertisers are clueless about the media technology they’re using to power much of their digital-media buying.

That’s according to a recent study by ID Comms, a U.K.-based media consulting company that runs agency pitches, media audits and offers cost tracking, digital media consulting and other services.

The survey found that three quarters of respondents which included nearly 230 marketing, media and procurement professionals representing companies spending over $40 billion in advertising each year believe the most successful advertisers understand the impact of marketing technology on their business and have a strategy for making sure it adds value instead of complexity.

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