This is likely the most comprehensive article on the topic to date. It defines adtech and martech, dives into the current industry state of each, and then addresses exactly how and why, in his opinion, they are converging. While I somewhat disagree with his point that DMPs are central to this convergence, it’s a must-read article.
In a point that I highly agree with (and is discussed at length in Integrate’s new whitepaper), Brandon argues that the growing number and need for data-savvy marketers is influencing the convergence. Such marketing techies can handle sophisticated ad-buying systems, and would prefer to keep all tech in house rather than outsource to agencies, which has historically been the case.
We here at Integrate often discuss the topic of adtech-martech convergence among ourselves – especially regarding how it relates to demand generation. And during one of our delightful late-Friday-afternoon conversations on marketing tech industry developments, Scott Vaughan suggested that we write up our thoughts in a whitepaper – so we did, and I think it fits into this top 5 post pretty well.