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The difference or the lack of between ad tech and mark tech has never been clear cut. Business consulting provided by a senior Gartner representative has outlined that ad tech focuses on the entire market without differentiating while mark tech is targeted at segmented audience. This definition though has some irregularities caused mainly by the fact that a lot of advertising technology firms were gobbled up by IT giants such as Adobe and Oracle to create aligned marketing solutions services. The use of ad tech applications then ran into mark tech territory and this created major overlap between the two. The ownership of data is another important aspect. The same piece of data can have different uses under the leadership of CTOs, CMOs or CIOs depending on their respective approaches. Thus at present these two fields have converged and the differences are still unclear.

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