Every brand has a patchwork of tools, but few have a true end-to-end media planning system. Most marketers are still juggling channel-by-channel set-ups, manual workarounds, and ROI stories that finance doesn’t buy. This session is about comparing what stacks people are actually using, where they’ve automated successfully, and how they’re connecting media planning to real business outcomes. Expect a candid exchange on what’s working, what’s hype, and how close anyone really is to a unified planning model.