The Efficiency Trap: Why ‘Single Retargeter’ Strategies are Leaving Money on the Table

In recent years, brand marketers have attempted to ‘clean up’ their digital marketing by optimising media supply paths. By reducing the number of players included in their supply chain, advertisers hoped to increase transparency around budget allocation, improve the performance of media buys, and reduce their carbon footprint. However, in 2026, this “less is more” […]

Last updated Oct 22, 2026 by the ATDb Editorial Team