Brand marketers today are challenged by a web of platforms, technologies, vendors and partners so tangled that nearly half of every dollar spent disappears in the overly-complex media supply chain. And they’ve had enough. Marketers are increasingly standing up against inefficiencies and superfluous costs and demanding solutions that will streamline ad buys and reduce waste. Today’s marketers are calling for transparency and better workflows to drive increased performance and more effective allocation of every ad dollar.

Today’s marketers have gone far beyond retargeting site visitors to build out robust profiles of their prospects, from their social media behavior to their offline routines. They’re even using data about existing customers to help find new ones. With the deluge of data available at every marketer’s fingertips, unifying data across media channels and different parts of the business has never been more important – or seemed more daunting.

Marketers are clamoring for more transparency and accountability, a movement underscored by the ANA’s recent transparency recommendations. While these suggestions may seem to take aim at a marketer’s agencies and vendors, they actually present a unique opportunity to transform the dynamic among agencies, vendors and clients to be more open and, ultimately, more productive together. Instead of merely relying on contract terms, though, a centralized technology platform can play a crucial role in ensuring accountability among partners.

If you’re one of the thousands of marketers running programmatic ad campaigns, you’ve likely evaluated more vendors than you ever imagined. The average programmatic campaign requires more than a dozen partners — across data, workflow, and measurement — to execute successfully. The Visto Enterprise Advertising Hub sits on top of them all. Here’s our handy guide to the major players in the ad tech stack — and the key questions you should ask before making them a part of yours!