{"id":8834,"date":"2025-07-09T01:02:43","date_gmt":"2025-07-09T05:02:43","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2025\/07\/09\/why-adtech-is-broken-for-the-mid-market-and-how-it-can-be-fixed\/"},"modified":"2025-07-09T12:39:22","modified_gmt":"2025-07-09T16:39:22","slug":"why-adtech-is-broken-for-the-mid-market-and-how-it-can-be-fixed","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/why-adtech-is-broken-for-the-mid-market-and-how-it-can-be-fixed\/8834\/","title":{"rendered":"Why AdTech Is Broken for the Mid-Market (And How It Can Be Fixed)"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By Amol Waishampayan, Co-Founder and CPO, fullthrottle.ai\u00ae<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">For years, the AdTech ecosystem has been built to serve the needs of massive enterprises\u2014organizations with dedicated in-house teams, multimillion-dollar budgets, and months to plan a single campaign. But for the mid-market brands and the agencies that support them, the system that was never really built for them is showing serious cracks.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>The Cracks Are Widening<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Across verticals like retail, auto, and home services where mid-market brands prevail, marketers are under increasing pressure to drive measurable outcomes\u2014but the tools at their disposal are too fragmented, too opaque, and too slow. What\u2019s broken?<\/p>\n\n\n\n\n<h3 class=\"wp-block-heading\"><strong>1. Fragmented Tools and Siloed Workflows<\/strong><\/h3>\n<p class=\"wp-block-paragraph\">Identity resolution, media activation, and measurement are must-haves for marketers today, but they often live in separate systems and silos. Integrating them is complex, costly, and time-intensive\u2014a luxury mid-market companies can\u2019t afford.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Agencies supporting mid-market clients are often forced to juggle up to ten tools per campaign, slowing execution and increasing error rates.<\/p>\n\n\n\n\n<h3 class=\"wp-block-heading\"><strong>2. Opaque Reporting and <\/strong><strong>&ldquo;<\/strong><strong>Vanity&rdquo; Metrics<\/strong><\/h3>\n<p class=\"wp-block-paragraph\">Most platforms still prioritize reach and clicks over real business outcomes like revenue and ROI. But today\u2019s marketers are being held accountable for sales, not impressions.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Proving ROI feels increasingly difficult\u2013and often nearly impossible\u2013as platforms measure impressions and clicks v. sales and transactions.<\/p>\n\n\n\n\n<h3 class=\"wp-block-heading\"><strong>3. Slow Time to Launch<\/strong><\/h3>\n<p class=\"wp-block-paragraph\">From RFP to trafficking to optimization and reporting, the average campaign takes weeks to launch. In high-velocity sectors like automotive, this delay can mean missed revenue windows.<\/p>\n\n\n\n\n<h3 class=\"wp-block-heading\"><strong>4. Signal Loss and Lack of First-Party Data<\/strong><\/h3>\n<p class=\"wp-block-paragraph\">While signal loss continues, most platforms still struggle to meaningfully integrate and scale first-party data. First-party data activation is minimal. Match rates are low. And the result is diminished performance with higher cost.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">While cookie-based targeting remains, match rates hover at 35\u201345%, leaving more than half of audiences out of reach.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Agencies Are Paying the Price<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Agencies of all sizes are being asked to do more with less: smaller teams, tighter margins, and increasing client demands. But the AdTech ecosystem hasn\u2019t kept up.<\/p>\n\n\n\n\n<ul class=\"wp-block-list\">\r\n \t<li><strong>Black-box DSPs<\/strong> still dominate buying strategies, limiting visibility and control.<\/li>\r\n \t<li><strong>Manual processes<\/strong> slow everything from trafficking to reporting and automation lags.<\/li>\r\n \t<li><strong>Siloed systems<\/strong> make ROI nearly impossible to prove.<\/li>\r\n \t<li><strong>Burnout is rising<\/strong> as teams struggle to bridge the gaps.<\/li>\r\n<\/ul>\n<p class=\"wp-block-paragraph\">87% of marketers use automation, but only 25% leverage it extensively. The rest are stuck in a grind of repetitive manual work.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>AdTech Was Built for Enterprise. We Need Something New.<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">The current AdTech model assumes marketers have a large internal team and the time to manually stitch together a campaign. That model doesn\u2019t work for mid-market brands and their agency partners.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">What they needed is a unified, performance-focused platform that:<\/p>\n\n\n\n\n<ul class=\"wp-block-list\">\r\n \t<li><strong>Connects identity, activation, and measurement<\/strong> in one place<\/li>\r\n \t<li><strong>Surfaces real business outcomes<\/strong>, not just media metrics<\/li>\r\n \t<li><strong>Reduces manual work<\/strong> through automation and AI<\/li>\r\n \t<li><strong>Maximizes first-party data<\/strong> and minimizes reliance on cookies<\/li>\r\n \t<li><strong>Accelerates time to launch<\/strong>, turning weeks into days<\/li>\r\n<\/ul>\n<p class=\"wp-block-paragraph\">According to recent research from Epitomise, up to 60% of budgets are wasted due to misalignment and inefficiencies and fragmented systems. That\u2019s a solvable problem.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Fixing What&rsquo;s Broken: Purpose-Built AdTech for the Mid-Market<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">We\u2019re entering a new era\u2014one where simplicity, speed, and measurable results matter more than scale alone. And with today\u2019s tools, they\u2019re achievable. The winners in this next chapter won\u2019t be those who have the most impressions. It will be those who deliver sales, conversions, and customer value\u2014efficiently and transparently.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Mid-market brands and agencies deserve technology that\u2019s built for their needs:<\/p>\n\n\n\n\n<ul class=\"wp-block-list\">\r\n \t<li>Less fragmentation. More efficiency.<\/li>\r\n \t<li>Less complexity. More access<strong>.<\/strong><\/li>\r\n \t<li>Less uncertainty. More results<strong>.<\/strong><\/li>\r\n<\/ul>\n<p class=\"wp-block-paragraph\">Let\u2019s fix what\u2019s broken\u2014and build something that works for everyone.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>We\u2019re entering a new era\u2014one where simplicity, speed, and measurable results matter more than scale alone. And with today\u2019s tools, they\u2019re achievable.<\/p>\n","protected":false},"author":7,"featured_media":8835,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[9],"topics":[2],"class_list":["post-8834","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-smb","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Why AdTech Is Broken for the Mid-Market (And How It Can Be Fixed) | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/why-adtech-is-broken-for-the-mid-market-and-how-it-can-be-fixed\/8834\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Why AdTech Is Broken for the Mid-Market (And How It Can Be Fixed)\" \/>\n<meta property=\"og:description\" content=\"We\u2019re entering a new era\u2014one where simplicity, speed, and measurable results matter more than scale alone. 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