The key to cutting ad spend waste: Decentralisation | WARC | The Feed

User identification can help spot and prevent ad spend wastage, one of the perennial problems for the advertising and digital marketing industries.

Why it matters

Many advertisers are unaware that half of their spends are wasted, so user identification is necessary for advertising effectiveness as it helps to correct measurement and attribution. Standardisation, meanwhile, unifies multiple digital marketing platforms to make audience discovery possible.

Takeaways