Martech, adtech and the challenge of big data | Mumbrella360 video
In this panel discussion from the Mumbrella360 conference, Toby Gabriner, Gavin Merriman, Clement Tsang, Fiona Moylan, Danielle Uskovic and Andrew Birmingham talk through the impact of the collision between martech and adtech and discover what it all means for marketers.
While it’s true that the worlds of martech and adtech are colliding, AdRoll’s Toby Gabriner believes it’s more helpful to consider marketing and advertising data in three sections:
“There are three pillars we should be looking at, there’s ad tech which is the execution layer, we need to break out the data piece and look at it as cookie data versus first-party data. I think there’s a pillar of data with martech being more the personally identifiable information type data.”
Managing all of this data is the biggest challenge as Fiona Moylan, the global director of digital and e-commerce at Jurlique International discovered when her team set out to standardise the company’s customer information.
