How brands are accelerating growth through strategic programmatic ad partnerships
What we found: Programmatic advertising is rapidly evolving to dominate the digital landscape, projected to power over 91% of U.S. display ad spend by 2025 and driving significant growth in Connected TV (CTV) and audio channels. However, this expansion brings increased complexity and inefficiency, with estimates suggesting over $26 billion is lost annually due to ad fragmentation and operational waste. In this environment, specialized agencies are becoming essential for bridging the gap between advanced Demand-Side Platforms (DSPs) and effective strategy, offering unified real-time reporting and access to premium inventory that many in-house teams lack.
Why it matters: As ad spend waste has risen by approximately 34% in recent years, the cost of inefficiency is becoming unsustainable for brands aiming to maximize ROI. The choice of agency now determines a brand’s ability to leverage sophisticated targeting—such as first-party data integration and dynamic creative optimization—which is critical for resonating in a competitive market. Agencies that function as strategic growth advisors rather than mere transactional vendors help brands navigate privacy changes and platform dynamics, turning complex tech stacks into measurable business outcomes.
What to do now: Brands should rigorously vet potential partners for transparency in fee structures and data ownership, treating vague reporting or inaccessible performance data as major red flags. Prioritize agencies that demonstrate specific industry experience and possess the technical capability to integrate with internal CRM or CDP systems for scalable operations. Finally, ensure the chosen partner offers robust creative support, including multivariate testing, to refine messaging and optimize engagement across diverse formats like video and native ads.
