Too much ink has already been spilled about the desire for adtech and martech to come together – as firms from Forrester to Gartner to LUMA Partners opine about the need for convergence and coordination. At this point, it's become accepted gospel: the paid, earned and owned media teams and the marketing teams trusted with managing customer relationship management (CRM) data need to come together for the potential of modern marketing to be realised.
But what does adtech and martech coming together actually entail? What are the big hurdles? Perhaps the most important hurdle is that, within brands, the CRM...