Somewhere along the way, the industry normalised a level of operational faff and complexity that would feel ridiculous almost anywhere else. This piece explores why agencies are still working so hard to hit KPIs - and how curated marketplaces are changing the starting point for programmatic performance.

Programmatic shouldn’t feel like déjà vu. Yet for many planners, every campaign starts from scratch — rebuilding audiences, reselecting inventory, and repeating the same steps with no memory of what worked before. This isn’t inefficiency. It’s structural.