Previously MarTech (marketing technology) and AdTech (advertising technology) were very separate entities. MarTech refers to technology seeking to understand and ultimately predict consumers and their behavior. AdTech is the actual copy and strategies used to get clicks and conversions. These two technologies are quickly becoming one and the same according to this article.
I think this really refers to the futility of devising advertisements without know exactly how they should be used. I liken this to the end of Mad Men. A Don Draper, who has such insight into peoples' minds pales in comparison to what the aggregated data can tell us about those same minds.
The bottom line is great creative is good. Great creative with reasoned goals behind it is the future. It is one of those, "everybody is doing it" things now. Everyone else is going to get left behind.
MarTech + AdTech = ?
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