Observed Signal · Oct 28, 2026 · Report Release · Source: https://martech.org/feed/ · Impact: 2/5 · Sentiment: Neutral
Marketing Spend Growth Brings Complexity Challenges
StackAdapt's 'State of Programmatic Advertising 2027' report, based on two surveys, reveals that while marketers are increasing channel investments, this leads to greater complexity. One survey of 885 senior marketers found that 83% added channels, yet only 10% nearly always run omnichannel campaigns. Advertisers spending over $10 million face more silos and tech limitations. However, top performers, who are more likely to use connected customer data, report higher measurement confidence: 69% have high confidence in linking ad spend to results versus 52% of others. Another EMEA study with 300 senior marketers in the UK, Germany, France, and Spain found that 79% of those with connected data say AI improved cross-channel coordination. The report emphasizes that simply increasing spend doesn't solve alignment issues; organizational change and better data/measurement integration are critical.
The report provides data-driven insights into how marketing spend growth correlates with complexity and measurement challenges, relevant for marketers and AdTech vendors, but it does not announce a specific industry event.
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Key Takeaways & Evidence Grounding
- StackAdapt's 'State of Programmatic Advertising 2027' report surveyed 885 senior marketers (global) and 300 in EMEA (UK, Germany, France, Spain).
- 83% of marketers added channels, but only 10% nearly always run omnichannel campaigns.
- 69% of top performers have high confidence in linking ad investment to results, vs. 52% of others.
- 79% of marketers with connected customer data say AI improved cross-channel coordination.
- High spenders face more silos (28% vs 16%) and tech limitations (23% vs 17%).
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