The Future of Martech

How can generative AI be used for business? How can it be used responsibly?

Adelaide released a report on how to use attention metrics in programmatic media buying, how to improve attention measurement through DSPs, and more.

What are best practices for marketing mix modeling?

In 2010, there were a mere 400 million people on Facebook. The company was young and growing, and was friendly to brands and publishers. “Build your audience on Facebook!” they said. “Make them like your page and everyone will find you!” So, that’s exactly what brands and publishers did. Every small business did it. Every restaurant did it. Life was good!

Programmatic ad tech has certainly come a long way. Some might say it’s come all the way — all the way, that is, to reaching the initial goals we set out to achieve. Back when the industry began taking shape, it did so with focused purpose: to build the tech infrastructure and business processes to enable highly efficient media buying in a digital world. We’ve climbed that mountain.

How are brands using AI in their marketing efforts?

Arete Research drew on a wealth of data to offer observations about the present state of marketing, media, and advertising technology, as well as numerous predictions about the near-term future.

In this video, Paul Aaron, co-founder of and CEO at Addition, a generative AI partner, discussed the advantages AI lies poised to offer email marketers.

Paul Aaron, co-founder of and CEO at Addition, a generative AI partner, discussed the advantages AI lies poised to offer email marketers.

In this video, Chris Marriott, president and founder of email consultancy Email Connect, discussed how brands can distinguish between customer data platforms (CDPs) and email service providers (ESPs).

Chris Marriott, president and founder of email consultancy Email Connect, discussed how brands can distinguish between customer data platforms (CDPs) and email service providers (ESPs).

Milton Hwang provided an updated definition of the work of marketing operations professionals.

Besides the fact that the app is more ideologically similar to gen Z's wants, the app has reached "3.3 million downloads globally in Q1 of this year, a 390 percent jump from Q4 of 2021, according to data.ai. It sits in the No. 1 spot for free apps in Apple's App Store," as reported by Marketing Brew. These numbers are telling an important story: Gen Z is tired of promoting stilted selves.

As AI democratizes content creation, YouTubers, TikTokers and everyday consumers will have the power to create incredibly realistic content that puts brands in the absolute worst of imaginary contexts.

According to Invesco's Emily Pachuta, modern marketing means knowing your client from a data perspective, then framing your message and creativity around emotional connectivity. To make that happen you need a roadmap that outlines the people, process, and technology and brings all three together.

For many years, investment in Measurement and Attribution tech and data represented a relatively small percentage of media budgets — but this is no longer always the case. In this webinar, learn about strategic approaches to value creation and optimization that work across a variety of practices.

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.

ICF Next’s Bindu Gupta shares tips on how marketers can leverage technology to surprise and delight customers in store.

Advertisers are eager to impress people with incredible experiences on augmented reality (AR.) The real magic of digital channels, from display banners to video to mobile ads, is in the new ways brands can tell a story to connect with an audience. AR is no different and, because it’s billed as an immersive experience, the stakes are particularly high to get AR creative right.

Author Allison Fine explains the value of smart technology and how it changes the way nonprofits operate.