AdTech and MarTech Convergence: How Data is Transforming the Customer Journey

The convergence of advertising technology (AdTech) and marketing technology (MarTech) is a popular topic among advertising and marketing leaders today. Eliminating silos between these industries translates to more personalized customer experiences and a greater ability to quantify the impact of specific advertising and marketing expenditures. The exchange of value occurs by connecting and delivering customer interactions across touchpoints and devices.The convergence of advertising technology (AdTech) and marketing technology (MarTech) is a popular topic among advertising and marketing leaders today. Eliminating silos between these industries translates to more personalized customer experiences and a greater ability to quantify the impact of specific advertising and marketing expenditures. The exchange of value occurs by connecting and delivering customer interactions across touchpoints and devices.

Read AdTech and MarTech Convergence: How Data is Transforming the Customer Journey to learn:

  • What is driving convergence?
  • The impact of data across strategy, decisions and delivery.
  • Validation of the evidence through the lens of players like Metadata.io, AppsFlyer and Zypmedia. 

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