All Together Now: How AI Is Forcing Martech and Ad Tech to Converge

Integration is at the heart of all the best tech — Marketing Manager (totally humbly) included — yet for some reason, most marketers aren’t reaping all the possible benefits.

More than half (52.9%) of the marketers recently surveyed by Zeta Global and EMARKETER say their martech and ad tech systems are only “partially integrated,” with almost 20% saying they’re completely separate. (Of those, at least 13% do have active plans to integrate.)

“These marketers have realized that as technology, regulation, and economic pressures intensify, the need for seamless integration has become more urgent,” says the report, which found that 52.9% see AI as the leading driver for convergence.

What benefits do marketers unlock from integrating martech and ad tech?

• 47.1% say better attribution and measurement
• 45.7% say improved targeting and personalization
• 37% say faster campaign execution
• 34.8% say improved collaboration
• 33.3% say cost savings

  (Source: Zeta Global)

“More than three-quarters of marketers (78.2%) believe their organizations will achieve full martech–ad tech convergence within three years,” the report says. “Marketers who have championed the convergence are seeing better business and campaign results, while many other marketers are merging their stacks, knowing the benefits will come.”

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