Top-performing marketers take on more complexity than their peers and manage it more effectively, according to data from StackAdapt.

StackAdapt’s “ State of Programmatic Advertising 2027 ” report (registration required) also found top-performing marketing teams are expanding across channels, data, measurement, and AI while keeping those capabilities working together.

The research shows that marketers are investing in reach. Eighty-three percent of respondents added channels to their marketing mix over the past two to three years. But there remains an opportunity to improve coordination.

Ten percent of respondents say they almost always run truly omnichannel campaigns, and 42% estimate that more than 20% of their programmatic budget is wasted because of siloed or fragmented channel execution, rather than the channels themselves.

Complexity grows for large advertisers

One of the more interesting findings of the report focused on marketers with large budgets, where the challenge shifts from access to…