In this episode, Nova Chief Commercial Officer Matt Barash joins host Noor Naseer to challenge how the advertising industry works on a fundamental level. As agencies undergo seismic shifts and battle inefficiency, Matt argues that workflow is more than an operational layer: it's a business system of record. He explores the disconnect between creative, media, and tech teams, the hidden costs of outdated tools, and why most adtech platforms undervalue the infrastructure agencies rely on. From the rise of AI copilots to the future of real-time creative optimization, this episode unpacks how marketing organizations can either evolve or be left behind.