Is Visibility Still an Issue in Freight? Industry Leaders Weigh

Freight visibility continues to be one of the most talked-about challenges in logistics, despite years of investment and innovation. As shippers demand more transparency and tech companies race to meet that demand, many brokers and carriers are still working through major operational roadblocks.

At the April 2025 Broker-Carrier Summit in Indianapolis, the panel titled "Is Visibility Still an Issue?" brought together five leaders in the logistics space who offered a range of perspectives. The panel included Kary Jablonski, Vice President and General Manager of Broker Growth and Trucker Tools at DAT Freight & Analytics; Danielle Spinelli, Account Executive at Descartes MyCarrierPortal; Kevin Coomes, Executive Vice President of Sales at Chain; Melissa Marcsisak, Chief Operating Officer at Express Logistics Inc.; and Kaleb Groce, Director of Operations at Royal Transport and Royal Logistics.

With both tech and operational experience represented, the group focused on the complexities of real-time freight visibility. From the evolution of shipper demands to the importance of carrier communication, the panel unpacked why visibility continues to be a challenge and how the industry is adapting.

Rising Expectations, Real Operational Limits

Shipper expectations are at an all-time high. Whether it is the influence of Amazon or the ability to track a food delivery from a smartphone, customers now expect pinpoint freight updates. That expectation has trickled into the brokerage and carrier worlds.

“You know where your Amazon package is, and shippers also believe that they should have that same kind of tracking,” said Marcsisak.

Groce agreed, noting the contractual obligation many carriers now face. He stressed that this level of visibility is no longer optional for asset-based fleets working with large shippers. He explained that such expectations are now written into nearly every agreement his team handles, making 24/7 visibility a non-negotiable part of doing business.

“I don’t have a shipper that doesn’t require it, period,” emphasized Groce. “Like it’s in their contract. It’s in my contract with them that they must have visibility 24/7 on every load I haul for.”

Despite these expectations, the tools in place often fail to match the demand. Phone-based tracking can be unreliable, and drivers are asked to use countless different apps. The challenge is compounded when trailers are switched or loads are handed off.

Fragmentation and the Challenge of Adoption

Fragmentation across carriers, systems, and platforms creates significant barriers to visibility. Many of the carriers that brokers rely on are small operators, often running fewer than ten trucks.

“You’re dealing with all these disparate systems, right?” questioned Coomes. “They all have a different TMS. They want to use a different tracking app… a different ELD provider.”

The solution, panelists emphasized, lies in integrations and in meeting carriers where they are. Giving them multiple ways to share information (via app, ELD, text, or chat) builds more trust and increases adoption.

Spinelli added that tech adoption requires overcoming driver skepticism. She emphasized that without trust and clarity, even the best tools can fall flat during onboarding.

“I think just driver trust and communicating that and making sure that they know certain providers do different things, and they need to be aware of that too,” shared Spinelli.

Visibility as a Value Proposition

Some carriers are beginning to see visibility as a competitive advantage rather than just a compliance requirement. In fact, in some cases, providing it can justify higher rates.

“We had three customers this year that actually, if we could prove… we could give them visibility 24/7, they actually… allowed me to be 12% higher on my rate,” said Groce.

Even for brokers in the spot market, visibility plays a role in sales positioning. When carrier reps know they can provide tracking, they gain an edge in conversations.

“Our sales reps were excited because they could go out and sell even to on the spot market, to have that kind of ammunition when you're going out selling,” explained Marcsisak.

Still, not every tool is worth the investment. Budget-conscious operators must weigh whether a platform delivers actual return.

“It's not like I can go invest in every single new technology, even though I would love to,” said Marcsisak. “But there still has to be an ROI, and it has to make sense.”

Visibility Is Not About Perfection

Reaching 100 percent tracking is not realistic. Even the most advanced tools are subject to real-world complications like equipment failure, human error, or fraudulent behavior. The goal is to increase coverage and rely on tech to identify gaps.

“If somebody tells you it's 100% accurate, run fast,” warned Coomes. “Never will be.”

Technology, especially AI, is beginning to fill the cracks by flagging missed updates and helping teams focus on revenue-driving tasks. These tools can provide automated alerts, identify exceptions faster, and ensure that reps prioritize the loads that need the most attention.

“It allows your reps to focus on revenue-driving tasks, not the monotonous stuff,” explained Groce.

Set the Foundation First

The panel closed with advice for brokers and carriers still early in their visibility journey. The consensus was clear: process comes first.

“It’s set your processes, create your processes, and know your processes,” stressed Groce. “I mean, that’s… pretty much it in a nutshell for me… have those processes and use them.”

Sales teams and leadership must be aligned to roll out any new visibility program effectively. Without cross-departmental buy-in, even the most promising tools risk underperforming.

“Pick a partner that actually understands what carriers do and what brokers do, and not just be talking to some engineer,” advised Marcsisak.

Coomes encouraged leaders to take ownership of their tech strategy. He noted that aligning internal workflows with the right technology choices can significantly reduce friction and improve long-term efficiency.

“What we were talking about before was just... it wasn’t about automating and efficiency and all these things, right?” questioned Coomes. “So I think the next step for us as tech providers is, how can we reduce the manual tasks?”

Spinelli reinforced the importance of shared learning. She pointed out that when brokers openly discuss what works and what doesn't, the entire industry benefits through shared strategies and improved adoption.

“Talk about what works. Learn from each other. That’s how we all get better,” stressed Spinelli.

Jablonski wrapped up with a focus on collaboration by stressing that success comes from working with carriers rather than forcing tools upon them. She pointed out that alignment between broker expectations and carrier flexibility is key to long-term adoption. She emphasized that giving carriers a voice in the process helps build better systems and stronger relationships.

“Make it easy for your carriers to give you updates in the way they prefer,” said Jablonski.“That’s how you build a real visibility strategy.”