AdTech + MarTech = MadTech?

The convergence of Advertising technology (AdTech) and Marketing Technology (MarTech) is driving a shift in the industry landscape. As marketers aim to deliver cohesive cross-channel experiences and advertisers demand transparency, both industries are moving towards consolidation. Key drivers for this change include advances in AI/ML, shifting viewing behaviors from traditional to digital formats, and investor interest in subscription recurring revenue models. Data is the common thread between these two worlds, with its impact felt horizontally across strategy, datasource, personalization, decisions, and delivery. The combination of AdTech and MarTech will drive relevant impressions at scale at the right time and location, leading to a broader array of engagement touchpoints throughout a customer journey at better economic outcomes.