In this StackAdapt & ExchangeWire Insights & Attitudes report, we examine how marketers across Europe are utilising adtech and martech technologies within their digital advertising campaigns, the impact these solutions have had on their businesses, and how their use is set to develop going forward.
From humble beginnings 30 years ago, the digital advertising industry has evolved at a phenomenal rate, with direct sold deals for spare inventory giving way to an ever more complex programmatic supply chain. Intertwining with the development of advertising technology (adtech), understanding and availability of data has given rise to a host of marketing technology (martech) tools. From customer relationship management (CRM) to ad verification, customer journey analytics to demand-side platforms (DSPs), the modern adtech and martech stack is a complex ecosystem.
Inside the must-read report you will find:
- How widespread the use of adtech and martech tools are
- The impact of these tools on advertising campaigns
- How to overcome common challenges when trying to integrate these tools
- The evolution of these tools
- How you can develop your adtech/martech strategy
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