12 Exciting Trends In Martech Helping Agencies Do Better Work

By Donna Robinson / February 15, 2022

Without the specific technologies they need to streamline operations, optimize marketing processes and maximize efficiency in place, marketers’ efforts may not have the desired effect. Agencies must produce excellent, measurable results for clients if they hope to retain their business. Consequently, it’s critical to take the right approach to leveraging martech to help agency teams do their best work.

When the effectiveness of an agency’s marketing stack could be the difference between gaining and losing clients, it makes good sense for industry leaders to keep close tabs on the latest tools and trends in martech. Here, members of Forbes Agency Council share the latest trends and developments in martech they find most exciting, along with ways they are helping their agencies do better work.

8. Identity Resolution Technology

As third-party cookies depreciate, it will become more important than ever for advertisers to ensure they can continue to serve personalized ads to users based on first-party data. With identity resolution technology, which leverages first-party data voluntarily provided by users to build audiences, advertisers will strike personalization gold. – Donna Robinson, Collective Measures

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Image Source: Forbes Agency Council