Marketers do not have the capability to manage media budgets effectively and a lack of transparency in the digital media supply chain is leading to considerable wastage in the areas marketers are increasingly spending on.

The problem is being exacerbated by a media buying ecosystem where media agencies are sometimes acting in the interests of their holding companies, rather than their clients, and media planning decisions are being compromised by rebates and the amount of value agencies receive in deals with media owners.

Read the full AdNews article here.