Only 7% of Programmatic Advertisers Have Unified Measurement
83% of advertisers added new channels in the last two to three years, but only 7% have a fully unified measurement strategy.
A study conducted by StackAdapt titled "State of Programmatic Advertising 2027" showed that 83% of advertisers added new channels over the past two to three years. The study surveyed 885 professionals, with data collected between July 7 and 31, 2026.
Only 10% of respondents said they actually run truly omnichannel campaigns most of the time, meaning that channel expansion was not matched by real execution integration.
Additionally, 42% estimated that more than one-fifth of the programmatic advertising budget is wasted due to fragmented execution across channels, as teams and tools operate in silos instead of a single plan.
Only 7% have reached the stage of fully unified measurement, a gap that makes comparing channel performance and allocating budget based on clear outcomes difficult.
What do these terms mean?
Programmatic Advertising: Automated buying and selling of ad space via platforms and data, rather than manually negotiating each space.
Unified Measurement: A system that aggregates results from all channels into a single report, allowing advertisers to compare performance using the same metric.
Omnichannel Marketing: Running a coordinated campaign across multiple channels with a unified consumer experience, rather than separate campaigns for each channel.
Wasted Budget: The portion of spend that does not produce a measurable result due to duplicated efforts or disconnected tools.
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