The give and take of martech pose “existential crisis” for American marketers

The Association of National Advertisers, the industry body, is urging marketers to make responsible use of the technology now at their disposal.

American marketing is facing “an existential crisis,” according to the board of directors of the Association of National Advertisers (ANA).

“They have substantial concerns about the way that we are managing our martech investments and use of data,” Bob Liodice, the ANA’s CEO, told delegates at the trade body’s 2020 Masters of Data and Technology conference.

And he backed those concerns with a series of datapoints:

  • “Forty-nine percent of US CMOs don’t have the capabilities to maximize consumer data.”
  • “Only 13% of B2C [business-to-consumer] marketers feel confident in their use of marketing technology.”
  • “Thirty percent to 50% believe that martech...

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