Why it matters
Solving this ‘platform paralysis’ could unlock significant sums in revenue for agencies by 2026, according to Criteo, the commerce media company that conducted the study*. It found that respondents are losing almost 10% of the working week managing a growing number of media buying platforms.
Based on estimates that digital advertising spending worldwide will reach $835.8bn by 2026, Criteo suggests that the time lost switching between platforms and aggregating data equates to a multibillion dollar missed opportunity.
Takeaways
*Criteo surveyed 842 senior agency professionals across the US, UK, France and Germany to establish the various strengths and development areas of major digital media channels.
Credit: WARC, Criteo
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