Marketing Technology of the Future: Beyond the Customer Data Platform
Convergence of Adtech with Martech. These have until recently
been largely separate: Adtech deals with messages to audiences whose
members may share common characteristics but are not individually
identified. Martech deals with known individuals. As anonymity becomes
increasingly unavailable, marketers will know exactly who is receiving
their advertising messages. Martech targeting techniques will therefore
be used in adtech as well. Conversely, some adtech features will
become standard martech practice.
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