Corinne Munchbach says, “Last week, I published a new report called “The Marketing Technology Meet-Up,” which examines the consolidation trend of ad technologies and marketing technologies and helps marketers understand how to use it to their advantage. Why is this happening now, you ask? Three reasons: customer expectations for brand interactions are (still) increasing; vendors want a bigger piece of the marketer’s technology budgets; and the prevalence of investments in contextual experiences.

We see the convergence happening in four areas:

  • Data, because the single view of the customer is as tantalizing as it is elusive.
  • Media, which half of marketers say they struggle to buy correctly.
  • Measurement, as various methodologies provide vastly different performance results.
  • Operations, where siloed marketers find more and more reasons to work together on coordinated programs”.

Heads Up: Marketing And Advertising Technologies Are Converging

The Forrester Blog

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