The inefficiencies taking place across the MarTech ecosystem more so come at the detriment of brands and advertisers rather than users. Whether that’s a lack of transparency, a lack of standardization across measurement standards, or the presence of fraud, these pain points more so have knock-on effects on users as it severely impacts the extent to which brands can successfully tailor their marketing messages in real time. Naturally, this can have an immediate, lasting impact on brand perception as well as brand loyalty. However, this has less to do with privacy and more so about cost-efficiency in the space.