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For B2C Marketing Professionals

A More Perfect Union: Adtech And Martech Convergence Will Revolutionize Marketing

Coexistence Isn't Enough In A Post-Digital Future

January 25, 2017

Why Read This Report

Advertising technology (adtech) and marketing technology (martech) convergence is a popular topic among marketers, vendors, and investors, but it is rarely explored beyond high-level chatter and token product expansions. But convergence is happening despite the two categories' different worldviews, and it will affect tens of billions of dollars in marketing spend. This report will help B2C marketers, who have everything to gain from adtech and martech convergence, understand the path of the marketing technology landscape so they can proactively manage the process and build effective tech stack road maps.

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Table of Contents

  • Technology Enables Advertising And Marketing Convergence
  • The Path Forward: Adtech And Martech Are Better Together
  • The Convergence Journey Starts With Data
  • Recommendations

  • Actively Manage Convergence To Reap The Benefits
  • What It Means

  • Technology Is Part Of A Broader Convergence Pattern
  • Supplemental Material
  • Related Research Documents

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