The Convergence of Ad Tech and Martech

Whilst the TV has made some significant strides in terms of moving forward on developing data-driven offerings over recent years, there’s still a tendency to focus mainly on the competition from media and platforms: so, for example, Google and Facebook are often seen as a threat, as are the various OTT apps like Amazon Prime and Netflix. However, one of the most important – yet overlooked – threats are the technological developments on the buy-side, which are transforming how advertisers view the media landscape. These changes are being largely driven by the convergence of martech and ad tech, which Brian Golbere, GM of Emerging Techology at IPONWEB, explains here.