Faced with budget pressures and data signal loss, media teams are increasingly shrinking their ad tech vendor stacks by using AI tools like Claude Code to build internal platforms. Agencies such as MissionOne Media (BarkleyOKRP), Acadia, and brands like Liquid Death are creating in-house tools for creative testing, analytics, and data aggregation to reduce third-party fee friction. However, media executives caution against over-reliance on "vibe-coded" internal software, warning that tools built without formal engineering oversight risk breaking when tested at enterprise scale.

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