Like other marketing trends such as mobile and attribution, the convergence of adtech and martech has taken some time to actually come to fruition. Part of the reason why this has occurred is because integrating the two technology stacks requires multiple, multi-layered steps that go beyond just technical integration. Think organizational change, budget, executive sponsorship and more.
According to the recent Forrester report “A More Perfect Union: Adtech And Martech Convergence Will Revolutionize Marketing,” 2017 might be the year where more marketers start taking the steps to adopt this ad and martech convergence due to macroeconomic trends such as delivering better cross-channel experiences, transparency and commoditized technology. The report lists the convergence as happening in five phases that include:
- Data and insights converge
- A split in orchestration to centralized continuous engagement apps and delivery endpoints
- A market shift toward specialization
- Buy-side consolidation
- The emergence of parallel platforms
How are you taking steps to converge your adtech and martech in 2017?