MarTech – storyboard18

MAdtech Point: Why digital advertising supply chain needs to focus on measurement

High-profile data breaches and privacy scandals have eroded confidence in online platforms and advertising practices.

While the AdTech industry has tried to build various solutions for brands, there is one area where there is absolutely no solution in sight and that’s related to the transmission of consent and consumer choice signals, writes our columnist.

Mirum India: MarTech is no longer only about marketing; it needs to drive sales

The report highlights that while the global spend on MarTech solutions is around 25 percent of the total marketing budget, in India, majority organizations spend less than 15 percent, indicating significant potential for growth.

India has a large headroom for growth in terms of the marketing budget being spent on MarTech.

Stacks & Strategies | The Game of MadTech and Data

Companies need new technologies that can help navigate the complex customer journeys. (Representational Image via Unsplash)

The amalgamation of AdTech and MarTech (Madtech), the Google antitrust lawsuit and privacy issues that trouble the consumers are some of the concerns which are being faced by this industry.