When Digital Ad Tracking Meets the \'Why\' of Success
What has really come to the foreground this year is audience-engagement measurement and more sophisticated metrics for ROI. Spend on digital advertising may be rising, but marketers are looking for even better ways to maximize their budgets and results. An outcome of this is a bigger recognition of Adtech and Martech solutions, and the important role these marketing technologies will play now and in the future. In fact, a recent survey showed that the recognition, adoption, and planned take-up of these technologies is rising significantly. 72 percent of marketers surveyed believe that being data literate is key in today\'s digital world. Furthermore, almost half of those surveyed plan to invest heavily in marketing technology over the next 12 months. It certainly looks as though 2017 will see a huge rise in the numbers using Martech and Adtech as standard, especially as marketing roles become increasingly digital.