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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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.
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.
The first-party data illusion
Marketers focus on first-party data promised control. But ownership didn’t solve identity accuracy, activity visibility or customer truth.
Why martech consolidation business cases fall short
Most ROI models ignore adoption gaps, integration work and renewal pricing — leaving teams exposed after the deal is signed.
15 HubSpot updates from February 2026 you don’t want to miss
The February updates expand AI capabilities, improve campaign attribution and remove several long-standing friction points inside HubSpot.
ActiveCampaign extends its AI capabilities with context and scale
ActiveCampaign’s new AI tools alert you to what’s working in your campaigns and beyond and how to fix what isn’t — no prompting required.
Why email is now identity and deliverability infrastructure
Here's how email marketing platforms are evolving and what to look for as deliverability, identity and vendor consolidation reshape the market.
Marketo deprecates SEO feature in latest release notes
The February 2026 Marketo Engage release notes cover sunsetting the SEO tool and new AI-powered content features for Email Designer.
Salesforce brings AI directly into CRM workflows for SMBs
Salesforce is embedding AI directly into its SMB CRM to help small teams turn customer data into action faster across sales, service and marketing.
Why connected customer experiences keep failing
Your martech stack probably isn't the problem. Your operating model is. Here's what a panel of practitioners agreed needs to change.
Breaking through creative ops bottlenecks: Your 2026 technology roadmap
How to win at creative operations without sacrificing quality or burning out teams? Learn how in this guide to building a sustainable martech stack and developing scalable workflows.
AI is repricing the marketing stack, not collapsing it
AI is making coordination tools easier to copy, putting pricing pressure on parts of the marketing stack built on convenience rather than risk.
Why marketing needs a decision infrastructure for AI
AI excels where structure already exists. Context graphs could help marketing capture decision logic and make AI systems more reliable.