One look at any recent LUMAscape map of the marketing technology ecosystem makes two things very clear. First, the hundreds or thousands of solutions now available in any one category of the enterprise tech world remain dizzyingly hard to track, let alone comprehend. And, second, it provides clues as to

marketing meeting

Digital advertising spend this year is expected to reach $223 billion, according to eMarketer. That the digital ad market is growing will come as no surprise to anyone working in the sector. Less well understood however is that spending on the technology managing digital advertising and on the wider discipline


Will blockchain upend digital marketing, eliminate advertising fraud and usher in a new MarTech ecosystem fuelled by revolutionary business models and bulletproof transparency? Don’t hold your breath.  However, while the current limitations of the technology suggest that such changes won’t happen any time soon, don’t discount its impact over the long


After 20 years of parallel development, the worlds of marketing technology and advertising technology remained largely disconnected. However, data is now forming an essential piece of customer experience infrastructure. That, in turn, requires marketers to understand both marketing technology and advertising technology, and most importantly how they plug together. To

Ad fraud

Adobe Advertising Cloud has partnered with 15 supply side platforms and exchange partners to make all fees fully transparent. The move comes at a time when suppliers are taking initiative to increase transparency around auction dynamics to buy-side partners. Sign up to Which-50’s Digital Marketing Newsletter Supply-side platforms make the

With some of the biggest AdTech shows fast approaching (Exchange Wire #ATSL17, Dmexco & Programmatic IO), now is a good time to compile a quick guide to the key events and areas currently shaping programmatic advertising. Buy Side Much has been written about consolidation in the DSP world recently and

adtech martech

Industry structure may play a bigger part than technical complexity in the ongoing disconnect between advertising technology and marketing technology, according to the co-founder and CTO of Ion Interactive and editor of, Scott Brinker. Over the last year, through interviews with industry leaders here and in the US, in

Boards and digital

Marketing technology company, Amobee, announced the appointment of advertising industry veteran Katie Ford to Chief Client Officer and Shouvick Mukherjee to Chief Technology Officer. The company also announced the unification of Amobee and Turn under the Amobee brand, including a new website, bringing together the products and services from Amobee and

AdRoll co-founder and Strategic Advisor Adam Berke

The convergence of AdTech and MarTech may not be as radical as it appears. According to Adam Berke, an AdRoll strategic advisor, the two technology disciplines have been merging for some time, and renewed interest in the subject is a result of new perspectives. “As soon as these definitions were

Ad tech company Rubicon Project has acquired nToggle, a technology company that makes it easier and more cost effective for programmatic buyers to find the inventory they’re looking for among the billions of bid requests they receive each day. Rubicon Project paid US$38.5 million for nToggle, which will be made