The Future of Martech

ANA instructor Mary Czarnecki offers five questions to guide the consideration of any new martech tool that could be added to your stack.

One of the biggest marketing technology events of 2023 was the bankruptcy filing of the storied Demand Side Platform (DSP), MediaMath in June. Despite the closure of MediaMath, DSPs are still delivering strong results for marketers.

Marketing Futures host Mike Berberich shares six tips to ensure your martech stack is not only optimized for today, but also remains rock-solid into the future.

How are marketers currently approaching marketing technology?

The digital era was expected to provide marketers with an abundance of data about consumer behavior, preferences, and interactions. Instead, digital marketing has become wasteful and anything but efficient — a new ANA reports says the $88 billion programmatic media ecosystem is riddled with as much as $20 billion in waste. How did the industry get to this point — and what's the solution to fixing it?

Martech utilization rates keep plummeting, according to a recent survey. One reason marketers don't use more of their technology is because marketers and/or their agency partners fail to take charge of the applications within their organizations. Problems with customer data, a complex ecosystem, and rigid governance also contribute to underutilization.

Forrester and marketing platform provider Zeta Global share the results of a survey detailing the challenges that organizations often encounter when using Customer Data Platforms (CDPs), and the levels of dissatisfaction that their users experience.

A panel of marketing and technology experts shared the newest innovations in measuring and tracking campaigns across print and digital media, delivering integrated marketing campaigns that drive business performance.

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

How are marketing technology (martech) solutions handled in B2B organizations?

Marketers' initial approach to implementing martech software can make or break its future as a viable tool in their marketing stack. Its implementation is best conducted in four phases to align internally and with the martech provider on the goals of the initiative.

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

Issuu’s Joe Hyrkin explained how the growth of MarTech has made it so SMBs can now reach new audiences very efficiently and inexpensively, leveling the playing field and providing consumers a much greater number of shopping options.

At a session of the 2023 ANA Masters of Data and Technology Conference, HubSpot’s Scott Brinker discussed how developments in three areas are revolutionizing marketing technology, with those three areas being data, “composability,” and AI.

In this video, HubSpot’s Scott Brinker discussed how developments in three areas are revolutionizing marketing technology, with those three areas being data, “composability,” and AI.

Champions of Growth host Matthew Schwartz provides some key tips and building blocks for how marketers can avoid being overwhelmed by MarTech and get the most out of their technology.

This ANA playbook, created in partnership with CDP Institute founder David M. Raab, defines what a CDP is, what it can do for marketers, where it can fit in an organization’s tech stack, and the steps necessary to consider which solution may best suit your brand’s needs.

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.