3 Ways to Ensure Ad-Tech Spend Is Creating Actual Value

As opposed to underutilizing and using it inefficiently

Marketers need to pay attention to their ad spend and ensure that it's bringing the most ad-tech value that it can. Getty Images

We all remember the chart from the early days of ad tech that showed how $1 coming from a marketer could become as little as $.25 to the publisher after being reduced by agencies and ad-tech firms. The world’s largest marketers came out in unison telling the industry this must stop. They were partially right, but the hyper-focus on working media dollars is both under-dimensioned and short-sighted.

Jay Friedman is president and partner of Goodway Group.