A new study commissioned by LiveIntent and conducted by Forrester Consulting entitled Kickstart Your AdTech / Martech Convergence has revealed what’s getting in the way of marketers converging their advertising and marketing technology and going full people-based: themselves.
According to the study, 42 percent of marketers say the biggest hurdle is that their organizations operate in silos, meaning that the people that manage each technology and the corresponding data are isolated within the company.
This video explains why this isn’t as easy of a fix as some might think, and reveals the most logical starting point for quickly beginning and accelerating this evolution.
Download the full report from Forrester here.
More from Digiday
Epsilon, MiQ and Pinterest are among this year’s WorkLife Awards finalists
Companies are prioritizing people-first cultures that support employees as whole humans, not just workers. In this landscape, flexible, modern work models are becoming foundational — giving employees autonomy while maintaining strong connections and collaboration. As reflected by this year’s WorkLife finalists, workplaces are investing in community-building programs that foster stronger connections, whether employees are new, […]
Will technology enable independent agencies to match the holdcos? They think so
Technology is seen by indies as a potential great equalizer when it comes to delivering solutions for clients, and competing with bigger agencies.
Ad Tech Briefing: Ad tech’s agentic gambit at CES
Ad tech’s recent lexicon suggests “programmatic” will soon ceded way ground to “agentic.”