As marketing budgets face increased scrutiny, media teams across the industry are re-evaluating the long chain of ad tech intermediaries sitting between a brand's media spend and the end consumer. In a recent Ad Age feature by Brandon Doerrer, Acadia COO Chad Crowe shared how advancing AI tools—like AI-assisted coding and custom internal development—are giving modern agencies the power to simplify tech stacks, reduce intermediary fees, and deliver more direct value to clients.
Key Takeaways from Chad Crowe in Ad Age
1. AI is Shifting the "Build vs. Buy" Equation
For years, agencies and brands relied heavily on third-party middleware and specialized platforms to handle functions like creative testing and reporting. With the rapid evolution of AI interfaces (such as Claude Code), teams can now build custom, highly focused internal tools tailored directly to client needs.
Acadia has developed its own internal creative testing solutions to deliver insights faster and with tighter alignment to client KPIs and statistical methodologies.
"As things like Claude Code become more advantageous, you can vibe code things that are more useful. That triggers conversations about determining the value of building versus buying." - Chad Crowe
2. Brands Are Demanding Tech Stack Simplification
Advertisers are increasingly overwhelmed by complex tech stacks filled with redundant fees and data handoffs. Crowe noted that brand clients are proactively approaching Acadia to help streamline their partner rosters and remove unnecessary vendor friction. Recently, a major cruise line partnered with Acadia to simplify its tech partner ecosystem after starting the year with a heavily fragmented plan.
3. Every Dollar Must Deliver Media Value
Beyond operational simplicity, reducing intermediary ad tech layers protects the integrity of client data and ensures that budget isn't eaten up by vendor fees.
"We really want to make sure that every dollar we take out of a client’s pocket for media goes to media." - Chad Crowe
Why It Matters
The ad tech landscape is heading toward significant consolidation, with industry experts predicting vendor rosters could shrink by up to 80% over the coming years. By building bespoke internal tools and prioritizing interoperable, high-value tech, Acadia is helping brands stay agile, lower tech tax overhead, and focus their investments on what truly moves the needle: driving measurable business growth.
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