Forrester Report: A More Perfect Union: Adtech and Martech Convergence Will Revolutionize Marketing

A recent report from Forrester Research Inc. entitled “A More Perfect Union: Adtech and Martech Convergence Will Revolutionize Marketing” (January 2017) helps marketers understand the path to the marketing technology landscape. Convergence is happening within the two categories, despite their differing worldviews, and it will affect tens of billions of dollars in marketing spend. Armed with direction, marketers will be better able to proactively manage the process and build effective tech stack road maps.

key insights

in this report

  • The economic and marketing trends that are making a convergence a priority
  • Tangible long-term benefits for marketers, vendors and agencies
  • How technologies, marketing practices and dynamics will play out over time
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