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New research · State of ad tech sprawl 2026

Your marketing stack is costing you more than you think

Marketing leaders told us what too many tools really cost them. See how your stack compares before you plan next year's budget.

Key findings include

  1. 01
    What tool sprawl really costs the average team each year
  2. 02
    Why bigger stacks lead to more bad decisions
  3. 03
    The top reason teams regret an AI tool purchase
  4. 04
    A three-question test to vet any new tool before you buy

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State of Ad Tech Sprawl 2026 · 13 pages

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34%

made a delayed or wrong call because two tools disagreed

66%

spend four or more hours a week moving and reconciling data

27%

reversed or regretted an AI tool purchase this year

47%

feel confident their stack is the right size

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