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How do I make the most of MadTech?

To make the most of MadTech, you’ve got to have a strategy. Here are three tips to make that strategy a success. 1. Double down on your first-party data strategy With limited access to third-party data, it’s time to ensure you’ve got control of your existing customer data. ...

Why should you implement a MadTech approach?

Implementing a MadTech approach opens the door to many other customer engagement opportunities, such as retail media networks, internal and external data monetization, and on-demand (advertising and subscription) video business models. Ready to learn more? Take a deeper look at how to navigate the new world of MadTech. ...

What data should you look for in your MadTech strategy?

This means looking at not only the purchased third-party data but also zero-, first- and second-party data. Focusing on first-party data (i.e., data gathered during customer interactions) will be crucial to your MadTech strategy since zero- and second-party data are tougher to come by. ...

What is MadTech & why should publishers care?

This shift in the landscape may be confusing at first, but it ultimately offers major benefits for publishers looking to better understand their potential customers, activate first-party data, and drive revenue from advertisers. So, let yourself get swept up in the madness of MadTech. Here’s what you need to know. ...

What makes a good MadTech business case?

While MadTech business cases rely on targeted, contextual personalization from marketing technologies, they also need the massive pools of data found within advertising technologies. As advertisers collect data through more advertising outlets and channels, they merge it with analytically infused customer journeys. The result? ...

What is MadTech & Adtech?

In its most basic sense, it’s the merger of marketing technology (MarTech) with advertising technology (AdTech). Raab first commented on MadTech in his Twitter feed and later in a CMSWire editorial, where he noted: “Most companies today struggle to integrate data and technologies within their marketing departments. ...