Navigating the mad-tech nirvana: What will martech and adtech convergence mean for marketers?

Marketers are looking for an omni-channel nirvana where custoemrs are addressable no matter where, when or how. Is it going to happen?

The digital marketing ecosystem is rapidly changing as more and more disruptors enter the space. You only need to look at the latest edition of Scott Brinker’s marketing technology lumascape of 5381 solutions, up 39 per cent year-on-year, to realise new releases are well and truly outpacing consolidation across the vendor spectrum.

Yet convergence is happening. The launch of Adobe’s Advertising Cloud in March, off the back of the vendor’s acquisition of programmatic video player, TubeMogul, plus Salesforce’s acquisition of DMP provider, Krux, and Oracle’s purchase of BlueKai and ad verification vendor, Moat, all indicate a trend to unite solutions from across the traditional martech and adtech divide. And the list goes on – Teradata’s purchase of DMP vendor, FLXone, and Neustar’s acquisition of marketing analytics platform, MarketShare Partners, are other examples highlighting the growing push to combine internal martech investments with media execution capabilities to improve audience engagement.

But does it necessarily follow that convergence of martech and adtech will create an ‘omnichannel nirvana’ making digital advertising more personal and engaging? Are we really finally entering the ‘mad-tech’ age? And is this really what we need to succeed as marketers?  

Register or Login to continue

This article is only available for subscribers. Sign up now for free and get free access to premium content from ARN, CIO, CSO, CMO, Computerworld, and PC World.

[[ message ]]
Or
[[ message ]]
Show Comments

Blog Posts

How to create profitable pricing

How do we price goods and services? As business leaders, we have asked ourselves this question since the history of trading.

Lee Naylor

Managing partner, The Leading Edge

Sport and sponsorship: The value of event sponsorship

Australia’s cricketers captured the nation’s attention during their recent run to the semi-final of the ICC Men’s World Cup. While the tournament ultimately ended in defeat, for over a month it provoked a sense of belonging, hope and empowerment for millions of people across Australia. Cricket, and sport in general, has a near-unique ability to empower individuals, irrelevant of their background, demographic or nationality.

Nikhil Arora

Vice-president and managing director, GoDaddy India

AI ethics: Designing for trust

As artificial intelligence (AI) becomes much more prevalent and increasingly a way of life, more questions are being asked than answered about the ethical implications of its adoption.

Katja Forbes

Founder and chief, sfyte

I live the best deals at LA Police Gear.

Tyrus Rechs

6 Ways to ramp up Social Media to Your Web Design

Read more

Its absolute over priced acquisition. The CEO, must be fired for this all cash transaction. Absolutely no justification for prospective P...

about_face

Analysts question long-term play of SAP's acquisition of Qualtrics

Read more

Very well written Nikhil! Indeed this is a big ticket investment, but the impact on brand, sales and employee motivation should make it w...

Yugal Sachdeva

Sport and sponsorship: The value of event sponsorship

Read more

As someone with both experience in marketing and working with UiPath both, I can say that I cannot wait to see more marketing processes u...

CiGen RPA

What robotic process automation can do for marketers

Read more

10 Business applications of virtual reality (VR) technologyhttps://www.sendiancreation...virtual reality

sendian creations

The new wave of VR applications

Read more

Latest Podcast

More podcasts

Sign in