Why Adtech and Martech Must Converge

Why Adtech and Martech Must Converge

Data-Driven Technologies



Why Adtech and Martech Must Converge

The current era of advertising and marketing is fueled by technology. Brands have an almost endless supply of adtech and martech platforms to choose from, yet despite the obvious overlap in disciplines, these technologies typically operate in their own separate silos.

These silos make it challenging to connect the audience insights and related marketing and business performance data needed to deliver the relevant, coordinated experiences for prospects and customers that drive business results. To achieve ultimate effectiveness and an omni-channel experience, marketers must be able to analyze marketing and advertising tactics in combination with customer and prospect attributes. Only then can they match individuals with the optimal message, in the right place and at the very moment it’s most relevant.

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