"That’s why combining data-driven advertising and marketing is a big deal. It’s also why ad technology and marketing technology departments shouldn’t be singing a different tune—but working closer together in harmony."
This is from a piece out today on AdWeek entitled Why Now Is the Time for Advertising and Marketing Technologies to Converge. Written by Kevin Akeroyd, GM & SVP at Oracle Marketing Cloud, the article lays out some of the benefits of ad tech and mar tech love connection, as it were including the all-important unifying marketing and advertising data to deliver personalized content and ads across all digital channels.
But as Akeroyd points out, the most important long-term benefit is fixing the fragmented experience that consumers experience every day.
As to how to go about aligning ad tech and mar tech, Akeroyd lays out three methods.
Across All Digital Channels
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