The fog between agencies and clients around data just keeps getting thicker: ID Comms report
By Michael Bürgi The disconnect between advertisers and their media agencies is certainly nothing new to the industry, despite constant efforts to get on the same page. A new report out of ID Comms indicates that things aren’t getting any more connected.
In the 2026 installment of the State of Digital Media Benchmark, the media consultancy analyzed the governance protocols of 143 major advertisers representing about $35 billion in annual spend. One chilling if unsurprising conclusion: agencies blame clients for being so siloed the agency doesn’t have clarity on client data, which is arguably the lifeblood of modern digital marketing.
It all translates to what the report cited as a “dangerous disconnect between ‘having data’ and ‘having visibility’, particularly among the world’s largest advertisers,” those spending at least $1 billion in media annually. When asked to identify the biggest driver of media waste, agencies essentially blamed clients — 46% of agencies cited advertisers’ “Internal Data Silos” as the primary culprit of waste in digital media, compared to 36% of advertisers. (The fact that one out of three advertisers acknowledged their own role in lack of data clarity is telling in and of itself.)Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV. …read more
Source:: Digiday



















