Marketing technology
MarTech is your source for marketing technology news and content. You’ll find a variety of up-to-date and authoritative resources, including the latest news, tactic-rich tutorials, and the latest data to help you work smarter and make better decisions.
What you read here is written by our experienced in-house team of editors and research professionals, and subject matter experts from leading brands and agencies.
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Coca-Cola and partners pushing for new measurement standard
The advertising leader and its partners aim to help marketers with one of today's most significant challenges. But details are sketchy.
Medallia survived, but the real story should worry marketers
Medallia’s debt crisis reveals how private equity ownership can quietly reshape the software marketers depend on.
Your team has already voted on your martech stack
When marketing teams lose faith in enterprise platforms, unofficial tools and hidden workflows take over.
Moving beyond silos to align complex customer journeys
Complex campaigns break down when platforms, channels, and data flows fall out of sync. Martech helps keep customer journeys aligned.
AI is pushing copyright enforcement into DAM
From deepfakes to unlicensed assets, new risks are emerging. Learn how governance and workflows can keep them in check.
Martech 2026: AI drives a major industry reset
Flat growth masks a deeper shift as AI moves to the center of value creation and forces a rethink of how martech stacks are built.
Why SaaS is moving from features to outcomes
AI is compressing feature value and shifting how SaaS gets priced. Outcomes now drive growth, differentiation, and monetization.
Digital asset management (DAM)
Can DAMs keep up as content demands outgrow workflows?
New MarTech research shows that as asset volume and personalization increase, DAMs' focus must shift to content management at scale.
Marketing artificial intelligence (AI)
Why we trust AI when it makes things up
As AI gets more fluent and human-like, our instincts to trust it are making catching hallucinations more difficult.
What vibe coding misses and what open source gets right
As AI-driven development accelerates, ownership and maintenance questions grow. Here’s how open source offers a path forward.
IAB Tech Lab updates OpenRTB to better define live content
New OpenRTB updates aim to clarify live content signals and pricing in programmatic as CTV and real-time inventory continue to grow.
10 lessons from real-world ESP migrations
ESP migrations impact data, workflows, and deliverability. Here’s how to plan, execute, and stabilize the transition without disrupting performance.
The martech investment nobody budgets for
Martech performance depends on more than tools. Training, process, and data discipline determine whether your stack delivers results.
Marketing artificial intelligence (AI)
Vibe coding is hollowing out the martech stack fast
Marketers are replacing SaaS tools with AI-built alternatives, driving churn and shifting where real value in martech now lives.
Confident marketing starts with better data
Data decay, dark funnel gaps, and identity issues limit visibility. Learn how to turn scattered signals into a connected, usable foundation.
What marketers need to know from Google Cloud Next ’26
The biggest takeaway is Google's strategy for embedding its Gemini AI models into tools marketers already use.
15 HubSpot updates from March 2026 managers and admins need to know
The March updates focus on giving teams more flexibility, more precise control over automation and timing.
Consumers ditch the funnel as behavior gets more fluid
New data shows buyers jumping between watching, browsing, and buying, forcing marketers to rethink rigid funnel models.
Martech replacement is slowing, and that changes everything
New data shows martech replacement rates are dropping fast, signaling a shift from constant churn to a more cautious, efficiency-driven approach.
B2B marketers are drowning in data but starving for insight
Long sales cycles, weak attribution, and underused fundamentals are holding B2B teams back. Here’s where data breaks down.
How to choose the right research partner and get better B2B results
Not all partners deliver. Learn how to evaluate audience access, subject matter expertise, and distribution commitment before you commit.
U.S. state data privacy laws: What you need to know
Updated with information on new privacy laws in Rhode Island, Oklahoma, and Alabama.
Marketing artificial intelligence (AI)
Before you buy another AI tool, ask these 5 questions
Buying AI is easy. Making it work across data, workflows, and teams is not. Here’s how to evaluate tools before you invest.
Adobe rebrands Experience Cloud as ‘CX Enterprise,’ goes all-in on AI agents
Adobe Summit 2026 reveals Adobe CX Enterprise, AI agents and new GenStudio modules to solve content and data bottlenecks.
Synthetic research is a promise with a catch
Brands are rushing into AI-driven synthetic insights — but without governance and validation, results can mislead. Balance speed with accuracy.
Salesforce redesigns platform for agent-driven automation
Headless 360 exposes Salesforce data and workflows as APIs, making it easier for AI agents to automate tasks without relying on traditional user interfaces.
IAB adopts Amazon framework to improve programmatic signals
A new open source framework helps buyers signal intent more clearly, reducing wasted bids across programmatic advertising.
Are you buying simplicity or dependency in CreativeOps?
What looks unified in CreativeOps can hide layered dependencies that affect cost, control and performance as your operation scales.
HubSpot rebrands its flagship conference
After declaring the inbound strategy dead last year, HubSpot renamed its annual conference to something much less limiting.
Is Adobe bringing AI-driven automation to Marketo?
A rumored MCP server would let marketers run campaigns in Marketo using simple prompts instead of manual workflows
The customer journey now centers on exposure, recall and return
Traditional metrics miss how decisions are actually made. Learn which signals reflect real influence before users ever click.
Martech stacks are holding back sales and marketing teams
Technology is the biggest barrier to alignment, and most teams admit their stack still isn’t built to support shared goals or seamless execution.
HubSpot moves to outcome-based pricing for some Breeze AI agents
HubSpot bets customers will be more likely to deploy its AI agents if they only pay when the agent does its job.
Why AI adoption is high but integration is failing in martech
Most companies use AI but few integrate it. Here’s why the gap exists and how the agentic stack connects systems and decisions.
Salesforce turns Slack into the front end for enterprise AI
New Slackbot capabilities hope to connect conversations, data and actions, making Slack the interface where AI-driven work actually gets done.
The truth about martech in 2026
AI is exposing what your martech stack can’t hide. In 2026, teams without the skills and processes to support it won’t be able to prove ROI.
Context engineering is the real AI advantage in marketing
AI performance depends on what it knows, not how you ask. Learn how to structure data and systems for better results.
Marketing artificial intelligence (AI)
Data built modern marketing, but AI is rewriting the rules
Marketers have long treated data as the goal. AI flips that model. Here’s how to adapt your data strategy.
What the top 5% of AI users do differently
Most employees use AI, but only a few use it to create real value. Here’s how to recognize them — and how to help everyone else catch up.
Salesforce Agentforce: What you need to know
We've updated our page on Agentforce with details on the release of Agentforce Operations.