MarTech Committee Thought Leadership

Real‑world lessons from Qualcomm and Vanguard show how disciplined data, clear use cases, and strong change management drive practical enterprise CDP success.

During an October 2025 ANA MarTech Committee meeting, a group of technology specialists discussed strategic vendor selection and procurement.

During a session held at a July 2025 meeting of the ANA’s MarTech Committee, Jessica Nachtigall of Jellyfish proposed a three-layered method to modern cross-channel measurement — a method comprised of cross-channel attribution efforts, modern marketing mix modeling, and experimentation.

Marketing technology leaders engaged in roundtable discussions about real-world implementation challenges in cross-channel measurement, revealing organizational barriers often outweigh technical challenges and sharing practical insights from their current measurement journeys.

This insightful session explored the critical decision-making factors behind insourcing or outsourcing marketing technology and operations functions and finding the right balance for a hybrid operation that taps the best of both.

During a January 2025 ANA MarTech Committee meeting, Elliot Bell, COO at Compliant, discussed data compliance risks and best practices to avoid them.

This presentation delved into the critical role of data governance in empowering marketers to leverage customer data effectively and automatically.

Cookie deprecation puts a significant amount of media investment at risk as cookies and device IDs are in every aspect of the digital ecosystem. Shivani Srivastava discussed strategies to adapt to the loss of user behavior tracking that impacts insights, targeting, personalization, and more.

As an official testing grantee in Google’s Privacy Sandbox initiative, AdRoll is leading the industry in preparing for and adapting to the privacy-forward future of advertising. In this discussion, speakers shared early insights from their testing experiences with Google and discussed predictions for what’s to come.

In this forward-thinking session, Mar Dat founder and CEO Love Hudson-Maggio explored the critical question: “Have we fully leveraged our current MarTech stack's potential, or should we invest in new tools?"

Digital Asset Management (DAM) expert David H. Lipsey discussed the current "state of the state" in DAM and its role as a component of the content automation supply chain.

Amazon Web Services discussed the use cases for developing a 360-degree view of customers.

Privacy technology company Compliant explored the state of data compliance and privacy regulation and offered actions steps to advertisers master the complexities of compliance across the digital media space.

Alan Schulman, managing partner and chief experience officer at MarTech advisory firm UpperRight, provided an overview of major highlights and takeaways from Adobe Summit 2023.

In this session, Habu discussed clean rooms, how they work, and the value they deliver.

Lou Mastria, executive director of the Digital Advertising Alliance, provided an update on how Consent Management Platforms (CMPs) and AdChoices interfaces can work together.

MarTech and digital success require cross-functional departments to come together in unprecedented ways. VShift’s Eric Feige offered emerging best practices and dove deep into practical steps that brands can take within their markets and in their organizations.