Advertising technology has been in a growth phase for close to twenty years. One of the major milestones was Google’s acquisition of AdMeld in June 2011. This completed the programmatic dream with the first ad exchange and with it end to end, marketing goals through to advertising and conversion.

With the programmatic advertising supply chain in place marketing departments could, for the first time, connect the dots in an automated fashion from all marketing budgets and in-house CRM data. This CRM data collected from customer touch points through website systems, outbound marketing intiatives and via external vendors managing promotional intiatives…

Mickey Hill

From the corner of Marketing & Advertising @martech925

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