‘Why Mad-tech Helps Meet Consumer Demands and Drives Valued Interactions’ – Experian Marketing Forward
Bridget Bidlack says, “Here’s an interview with Bridget Bidlack, Vice President of Global Product Management, Experian Marketing Services about how Ad tech/Mar tech convergence enables companies to meet consumer demands.
Q: What does the convergence of advertising and marketing technology mean for marketers?
BB: The collision of ad tech and mar tech, or what is now being coined “mad-tech,” is revolutionizing the brand experience for both marketers and consumers. We’re now able to move beyond the relevant ad and the personalized email to create experiences that transcend the channels.
Traditionally, advertising and marketing have been separated, with a small degree of connectivity at the cookie level. Advertisers can use their own first-party data, but without a true persistent match, they have to supplement that data with third party data, at the cookie level, without ever being really sure about the data’s precision”.
Why Mad-tech Helps Meet Consumer Demands and Drives Valued Interactions
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