What’s the difference?

Since the terms became part of the marketing world vernacular, there have been many attempts to explain adtech; why it is so awesome? How it will own all our marketing spend? More recently, is it the same as martech?

To answer the question ‘is there really a difference between adtech and martech?’ Yes.

While my answer is definitive, there has been a progressive blurring of the lines in the role of the technologies. This has contributed to some companies making poor tech choices, and generated confusion in the marketplace as vendors jockey for position. There are some clear elements that distinguish each technology from the other, which will