Our industry is going mad(tech)
Madtech – the love child of martech and adtech – should be embraced as one of the most exciting opportunities for marketers today, according to Columbus’ Tom Mennetrier.
In the ever-escalating marketing and ad tech race, tech giants are merging in multibillion dollar deals every month; and there are an unprecedented number of opportunities in this new arena that marketers need to know exactly how to capitalise on.
Why exactly are martech and adtech companies converging?
Martech was essentially created by direct response marketers who needed CRM platforms. Later, adtech emerged from the digital era to provide more efficient audience targeting capabilities. As we enter the next stage with addressable media, both sides need to converge, bringing to life the one to one advertising Holy Grail at scale – introducing MadTech. Adobe, Oracle and Salesforce currently lead this MadTech race and are building models that contain the tools enabling advertisers to collect, analyse, activate and augment their data.
