The Unified Omni-Channel: Rethinking Adtech and Martech Silos

Executive Snapshot

• Figure: Executive Snapshot: The Unified Omni-Channel — Rethinking Adtech and Martech Silos

New Market Developments and Dynamics

• Introduction

• State of the Stacks

• Worlds Colliding

• Seeing the Big Picture

• Industry Dynamics

• A Unified Omni-Channel Imperative

• Figure: The Unified Omni-Channel

• Adtech-Martech Funnel Gaps

• Figure: Adtech-Martech Funnel Gaps

• Vendor Examples

• Epsilon: Extending Advertisers' Reach Through First-Party Data Solutions

• Adobe: Evolving Creative, Marketing, and Advertising Use Cases

Advice for the Technology Supplier and User

• Technology Users (i.e., Brand CMOs)

• Technology Suppliers (Martech/Adtech Vendors)

• Privacy Considerations

IDC's Point of View

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• Related Research

• Synopsis