From humble beginnings 30 years ago, the digital advertising industry has evolved at a phenomenal rate, with direct sold deals for spare inventory giving way to an ever more complex programmatic supply chain. Intertwining with the development of advertising technology (adtech), understanding and availability of data has given rise to a host of marketing technology (martech) tools. From customer relationship management (CRM) to ad verification, customer journey analytics to demand-side platforms (DSPs), the modern adtech and martech stack is a complex ecosystem.

Fast forward to today, the entire industry is at an inflection point. Despite Google’s decision to place third-party cookie usage in the hands of Chrome users, consent rates are likely to be low, upturning facets such as measurement and attribution. Antitrust scrutiny on big tech platforms is likely to open opportunities for independent providers, while privacy legislation is toughening up globally. As other markets adopt stricter privacy controls, marketers within Europe have a strategic advantage through operating in an environment where privacy legislation has been in place for multiple years, while similarly European technology platforms offer solutions built from a privacy-first standpoint.

In this ExchangeWire Insights & Attitudes report, produced in association with StackAdapt, we examine how marketers across Europe are utilising adtech and martech technologies within their digital advertising campaigns, the impact these solutions have had on their businesses, and how their use is set to develop going forward.

In The Evolution of Adtech and Martech in Europe, we cover:

1. Impact of adtech/martech integration on advertising campaigns
2. Evolution in the use of adtech and martech tools
3. Benefits of applying adtech/martech to digital advertising campaigns
4. Challenges in integrating adtech and martech
5. Partners relied upon for adtech/martech planning and strategy guidance

Download the report