What the collision of adtech and martech means for marketers

The marketers’ holy grail of a single customer view is still some way off, attendees heard at the panel, When World’s Collide: The Impact of The Collision Between Martech and Adtech at Mumbrella360.

Toby Gabriner, Gavin Merriman, Clement Tsang, Fiona Moylan, Danielle Uskovic and Andrew Birmingham

While the martech and adtech worlds are coming together in the view of AdRoll’s Toby Gabriner, he believes it is more helpful to consider marketing and advertising data as three groups by splitting what’s normally considered marketing data into personally identifiable data and more anonymised cookie information.

“There are three pillars we should be looking at, there’s ad tech which is the execution layer, we need to break out the data piece and look at it as cookie data versus first-party data. I think there’s a pillar of data with martech being more the PII type data.”