A personalized, customer-centric approach has been at the heart of martech innovations for the past several years, and with the volumes of data companies now have, businesses are getting better and better at delivering the right messages to the right customers at the right time.

The growing complexity of digital advertising and tech has spawned the creation of a new ecosystem of players — martech companies — which act as intermediaries to connect advertisers, publishers, and consumers. Such solutions being developed today are being targeted toward workflow optimization, inventory consolidation, customer engagement tools, and back end systems and algorithms that enable precise targeting capabilities.

Driving martech’s commercial value are efforts both to unify marketing and advertising across digital platforms as well as to improve performance and ROI on ad spends. There’s also a rising need to deliver personalized marketing content seamlessly through multiple digital channels as well as design marketing and advertising campaigns agile enough to adopt to consumer behavior.
And entering the space with a high potential for growth are ad target solutions and automatic ad sales known as programmatic advertisements. In the US alone, programmatic advertising is expected to cross $30 billion by 2022, given its advantages such as its superior ability to target the right audience, its enhanced transparency and monitoring of campaigns, and its faster customer conversions.

It’s time to get up to speed on this fast-moving field, and not miss any opportunity to reach a potential customer at the critical moment where they’ll be most in need of what you have to offer!