The convergence of martech and adtech is often talked about through the lens of how it can benefit marketers. But there are also tremendous advantages for consumers. Joanna O’Connell, CMO at MediaMath, attended Digital BrainFest 2016 and spoke about her thoughts on martech and adtech convergence (also known as “madtech”) and how it can be a win-win for both marketers and consumers.
“When you think about these technologies coming together, what you’re really talking about is enabling a more cohesive customer journey,” she said. “And it’s a thing that CMOs talk about but haven’t necessarily been able to bring to life.”
To hear more about why the martech and adtech convergence is really about enabling a seamless customer journey, why identity management is key and how programmatic fits in, watch the full interview here.