The amalgamation of adtech and martech, the Google antitrust lawsuit and privacy issues that trouble the consumers, are some of the concerns which are being faced by this industry
When one steps in, the other one takes leave—that’s what the cycle of adtech and martech is all about. Today, consumers have the option of interacting with brands through a surfeit of channels and they expect a seamless experience. It has become even more essential for brands to acquire the right set of customers at the minimal acquisition cost, engage with them, retain them, and maximise their lifetime value.