ad:tech Powered By MarTech – The Future of Digital Transformation
Ownership of MarTech has long sat on the brand side and attracted significant investment of time and budget. AdTech was more likely to be outsourced to agencies – however this silo’d approach is beginning to change. Leading brands are realising the enormous opportunity of having marketing insights inform advertising (and vice versa), gaining a single view of the entire customer journey and providing a truly integrated experience across all owned, earned and paid channels. This next wave of transformation is all about experience. To keep customers engaged, leading brands are reimagining their advertising experiences. All informed by the smarts of their martech.