The One Where Adtech and Martech Get Married

It’s impossible to have any certainty about the de facto cookieless targeting solution of the future or what solutions will emerge from Google’s privacy sandbox. But what is clear is that the ability to precisely target audiences in adtech without cookies will likely have very similar applications for personalization use cases in martech.

In order words, the data used to show a targeted ad to a person without cookies could simultaneously power the way a digital experience is personalized for that same person.

AI’s Promise and Challenges for Martech

In this article, we will discuss the ways artificial intelligence is changing marketing and why this marks a positive change. This article will also discuss how metadata can be more revealing than event data itself when collected and analyzed in aggregate, and why making all this data functional is the main strength of AI technology. 

A Major Domain Sale Suggests Primacy of Search in Future of MarTech

With search now driving more website traffic than social, John Pollard of Donuts Inc. believes the acquisition of Vacation.Rentals is representative of the importance of not only keywords but also domain names for businesses hoping to capture customers’ attention via SEO.

Study Finds New Opportunities For Firms Integrating Ad, Marketing Tech

As more people use mobile devices in their everyday lives, many tried-and-true techniques for marketing to consumers are becoming less effective, and brands are looking closely at how they can use integrated cross-device solutions to develop deeper connections with customers on a one-to-one basis.