Increasingly, marketers are combining both marketing and advertising technologies to integrate paid, owned, and earned media. This convergence of mar tech and ad tech is being driven by key factors including:
- The proliferation of available data
- Marketer emphasis on personalizing the customer experience across touch points
- Marketers are increasingly being held accountable to deliver ROI and influence overall business outcomes
Marketers know that the times are a changin’, and the reasons for that change are clear. What’s less clear, however, is what the marriage of mar tech and ad tech will produce for the end user of these systems. MediaMath’s Co-President, Mike Lamb, offers his point of view on the convergence of ad tech and mar tech in this AdExchanger article “Ad Tech and The Customer File: State of the Courtship.” Mike suggests that two distinct things are already beginning to take shape: integrations across mar tech and ad tech platforms, and the ability to seamlessly purchase media based on marketing goals.
To read the article in its entirety, click here.