State of Ad Tech Study: 92% See Need for Industry-Wide Standardization

Perhaps it’s no surprise that ad tech professionals are calling for standardization given the state of digital advertising in recent years. Still, it’s jarring to hear that just 6% of brands, agencies, and publishers are satisfied with the current digital advertising ecosystem — according to a “State of Ad Tech Study” released by AdLedger and MadHive.

The study, released on Wednesday and conducted by research firm Industry Index, who questioned 100 brand marketers, agencies, and digital publishers to understand the current and future states of ad tech from key stakeholders across the ecosystem.

With such a large group unsatisfied with the current state of things, 92% of respondents believing there’s a need for industry-wide standardization also makes sense. The bigger question, perhaps, is what that standardization looks like.

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