Letter to Anne - Bored Planner
- Rhys Denny
- Mar 18
- 2 min read
Dear Anne
Quick one, why does everything take so long?
I’m so bored - nothing I’m working on is new. Same audiences, same inventory, same premium setups. But every time it’s: build the list, find the SSPs, add the data, set up the deals, check why it’s not spending, etc.
Rinse and repeat.
Am I missing something? Or do I need to find a new job?
Yours,
Bored planner.
Dear Bored planner
You’re not imagining it.
You are rebuilding the same thing, again and again. Not because you want to, but because there’s nothing solid to start from.
Every brief drops into a system with no memory - no structure to reuse, and no way of saying ‘that worked, let’s use it again’.
So you go again. Lists. Data. Deals. Repeat.
Out of curiosity, we’ve been asking a few people how this actually plays out in the real world.
How long does it take to get a campaign live? Half a day? A full day? More?
How often are teams rebuilding targeting from scratch? Every time? Most of the time?
And how many platforms does it take just to understand what’s going on once it’s live? Three? Five? More than you’d like to admit?
The answers aren’t surprising because this isn’t a people problem. It’s a structural problem.
There’s no persistence or shared starting point. No way of saying: this works - use it again.
So everything becomes temporary. And temporary systems create repetitive work.
It doesn’t have to be like that, dearest planner.
The smarter version already exists, where audiences, inventory, and signals are organised into something usable.
Held together. Reusable. Ready to go.
Most of the industry is still measuring how long things take. The interesting shift is happening elsewhere.
Let me put you in touch with our humans, who can walk you through our marketplace feature within Aardvark. It’s a game-changer for many, and I truly believe it will be for you.
Anne
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