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How Companies Take Control of Their Martech Stacks
A new study finds marketers' tech stacks are often full of waste — could better governance be a game changer?
The digital era was expected to provide marketers with an abundance of data about consumer behavior, preferences, and interactions. Instead, digital marketing has become wasteful and anything but efficient — a new ANA reports says the $88 billion programmatic media ecosystem is riddled with as much as $20 billion in waste. How did the industry get to this point — and what's the solution to fixing it?
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