Ownership of MarTech has long sat on the brand-side and attracted signi cant investment of a marketer’s time and budget, while AdTech was more likely to be outsourced to agencies. However, this silo’d approach is beginning to change.
The next wave of digital transformation is all about experience. Becoming an Experience Business means leveraging a single view of customers and providing a truly integrated journey across all owned, earned and paid channels. The wealth of advertising and marketing data available, enables brands to acquire new customers and retain their loyalty through personalised and relevant engagements.
This glossary is designed to be a starting point for anyone looking to gain a better understanding of the components that comprise the AdTech and MarTech landscape, along with the potential integration points.