Why the false dichotomy between adtech and martech is dysfunctional

Would you agree that advertising is one facet of marketing?

Yes? Okay, then advertising technology (adtech) is naturally one facet of marketing technology (martech). If you like diagrams, you can visualize adtech as a small circle contained entirely within a larger circle of martech. Adtech is a subset of martech.

But for years, people have been propagating the notion that adtech is a field separate from martech. In diagram form: two circles that don’t even intersect, or at most, overlap only a little bit.

Bron en volledig bericht: Chiefmartec