The complexity of BMF.io is one of the main issues for publishers who use it. It has a lot of fascinating features, but it's easy to get lost if you're not very tech-savvy. It takes a lot of time and work to set things up, analyze the data, and strive to improve performance. Furthermore, navigating privacy regulations such as GDPR is difficult and requires additional labor. Additionally, there is fierce rivalry and it's not always simple to obtain decent ad rates because so many publications use it.