Adstats: Martech

This article presents findings from WARC's new research: State of the Industry: Marketing Technology in the US and UK.

US and UK brands are devoting 16% of their annual marketing budgets to marketing technology (martech), giving the sector an estimated value of $34.3bn, according to new research from WARC. The survey, based on a sample of more than 500 agencies and brands in the US and UK, found that 46% of UK brands intend to increase their martech budgets over the next 12 months, compared to 38% of US brands. Only 28% of brands stated that investment in martech has decreased their overall media budgets, while a third say their budgets have increased to cater for the additional martech...

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