Remember when Teen Talk Barbie got in trouble for saying “math class is tough”? I doubt Media Buyer Barbie would have the same problem if she complained about programmatic advertising, which confuses everyone. The ANA is trying to help with a CMO’s Guide to Programmatic Transparency, 49 pages of wisdom that isn’t exactly beach reading, although a daiquiri might help.

Martech keeps taking larger bites out of marketing budgets: 17.3% last year, 19.9% this year, 23.5% next year, and 30.9% five years from now, according to the latest CMO Survey. This despite barely more than half (56.4%) of current tools being used and nearly half (48.8%) of the survey respondents reporting worse-than-expected results. Oddly enough, marketers rate selecting marketing technologies as the thing they do best.