Summary
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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