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?  

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