The world of AdTech (Advertising Technology) and MarTech (Marketing Technology) is a world of nuance and history. One to which LiveIntent CEO, Matt Keiser has been a first-hand witness.
The chaos during digital's formative years offers lessons for the MarTech vs. AdTech conversation today. In a previous life and with an earlier company, Matt had to think of a solution to make CAN SPAM work across devices. It was then that Matt and others stumbled upon this truth in the early days of digital: the hashed email address is the answer to making ad-serving, measurement, attribution and marketing work in a mobile first, cross-device world.
Marketers are finally waking up to the strategy of combining of first-party marketing data and adtech, which, when leveraging the concept of Identity, enables people-based marketing across media channels and devices.
This week, CEO Matt Keiser explores the origins of the ecosystem and its implications for the future in an introductory blog on our post, and continues in an editorial he has authored in AdExchanger.
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