martech

blockchain

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

glossary

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

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 chiefmartec.com, Scott Brinker. Over the last year, through interviews with industry leaders here and in the US, in

Naomi Simson and Albert

Online marketplace RedBalloon is demanding greater transparency and accountability from all the agencies it works with following the implementation of an AI-based marketing platform called Albert. According to the company, Albert was also able to reduce the cost of acquiring a customer to RedBalloon by more than 25 per cent

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

Marketing software provider Marketo has released new feature updates to its account-based marketing, Ad Bridge, web personalisation, and analytics solutions. Built into the Marketo Engagement Platform, the features in this release allow marketers to make informed decisions on target accounts within their account-based marketing strategy to yield better results, create

stock market

Marketing technology (martech) and advertising technology (ad tech) will increasingly resemble fintech. In turn that will lead to a world where marketers can buy and sell audiences on the stock exchange, in just the same way that investors trade frozen oranges and pork bellies according to Tim Whitfield, director, technical

Neither ad tech nor martech is flawless when it comes to attribution. At a recent roundtable discussion hosted by Which-50, industry experts discussed the possibility of alleviating these flaws through the combination of both disciplines. Download the Convergence of AdTech and Martech An incorporation of martech potentially advances ad tech’s

If the merger of ad tech and martech enables more marketers to execute their own media buys, agencies will find themselves in an interesting position. The changing role of agencies was one of the key points of discussion during a recent roundtable hosted by Which-50 in Sydney, addressing the implications

Talk of the ad tech and martech merger has been growing in volume for several years, often rather clumsily condensed to ‘mad-tech’, but how far along are we and what is really driving the merger? At a recent Which-50 roundtable some of Australia’s leading martech and ad tech executives discussed these issues,