In the second edition of our annual CX report we questioned whether brands who weight their marketing budgets to customer acquisition were deploying their resources as efficiently as they could. A 2021 study by PwC  for the ISBA in the UK found that only half of programmatic advertising spend reaches its intended audience. In a South African context, this suggests brands are wasting over R1bn on failed acquisition - money that could perhaps be better spent on building a better understanding of existing customers and providing experiences that foster loyalty.