Next & Co launches new tool to track ad spend waste, suggests 32% of spend currently wasted

Performance digital marketing agency Next & Co has launched Prometheus, a new media auditing tool, with the purpose of informing advertisers on the efficiency of their spend.

According to Next & Co, using this new platform, the agency found that $3 billion in digital advertising expenditure is being wasted each year, making up 32% of spend.

John Vlasakakis, head of organic search at Next & Co, said: “We built Prometheus because internal marketing teams and agencies’ first port of call to improve the commercial objectives for the businesses they are working on is to spend more rather than improve the efficiency of current spends.”

Head of organic search at Next & Co, John Vlasakakis