iSOCRATES MADTechAI What Is It, and Why Does It Matter

 

MADTechAI: What Is It, and Why Does It Matter?

By William A. Lederer, Chairman and CEO, iSOCRATES®

Whether you’re a digital publisher, marketer, agency, or data/tech provider, marketing technology and advertising technology (“MADTech”) business intelligence (“BI”) will be essential to the profitable growth of your business. However, even industry veterans don’t fully understand what MADTechAI is and why it’s more important than ever for media and marketing folks. Here’s what you need to know.

What Is MADTechAI?

The term “MADTech” was coined in 2015 by David M. Raab, the founder and CEO of the Customer Data Platform Institute. It refers to the splice of marketing, advertising, and technology. The term is used to accurately represent the marketing and advertising technology ecosystem in recent years.

MADTechAI specifically, refers to the ongoing, game-changing convergence of MarTech and AdTech. BI tools designed for this specific idiosyncratic ecosystem unify disparate data points, match consumers/ customers/users across touchpoints, and visualize data in ways specifically meaningful to those in marketing and media.

Why Does MADTechAI Matter?

These platforms are invaluable for analyzing successes and failures, making predictions, gleaning insights, and finding the right metrics to make better business decisions.

By aggregating data from disparate channels, businesses gain a complete view of their media and marketing operations, customers/audiences/users, and revenue and profit contribution, as well as improve their targeting or yield, or whatever effectiveness and/or efficiency outcomes they seek. Because MADTechAI tools capture and unify diverse data for you, you’ll save time on an otherwise time-consuming and overwhelming process. And with real-time standardized data, it becomes far easier to react to market changes.

Finally, in addition to getting dashboards and scorecards that are designed with marketers, agencies, publishers, and data and tech enablers in mind, you’ll get affordable access to rich, easy-to-understand data visualizations, the ability to integrate hundreds of data sources, and the resources to understand how consumers behave across multiple touchpoints.

If you’re interested in learning more about MADTechAI and how to choose the right platform for your needs, download our latest whitepaper.