June 8th, 2017 by Sam Del Rowe

93 percent of firms are discussing, planning, or already taking action around combining advertising technology and marketing technology, according to a study conducted by Forrester on behalf of people-based marketing platform LiveIntent.

The study surveyed more than 100 senior business-to-consumer marketers from organizations representing verticals such as retail, financial services, travel, and automotive. 42 percent of marketers cited internal silos as the biggest barrier to converging advertising and marketing technology. However, less than a third of respondents cited cost and integration as problematic when combining the two technologies. Additionally, 89 percent cited email as the most important channel to begin with when bringing the two together.

“While we’re just beginning the journey to marry two often disparate platforms that really do similar functions, we’ve never been more bullish in helping brands and publishers be more present with their customers,” Matt Keiser, CEO and founder of LiveIntent, said in a statement. “As we move towards less of a reliance on cookies, marketers need to reshape the way they drive their customer memory to achieve an entirely new level of connection and resolution, and there is not a better way than utilizing the deterministic value of email. It’s never played a more critical role in getting marketers to bridge ad tech and mar tech, extending accuracy, reach and frequency of messages on a one-to-one basis.”

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