Ad Tech Is Dead, Long Live Marketing Tech

Handy information.


Editor’s note: Bill Bourdon is a co-owner and partner at Bateman Group, a PR and content marketing agency serving technology brands.

VCs and public market investors cringe when they hear the words “ad tech.” It’s no wonder why. The segment has been soured by an over-saturation of ad networks and poor-performing IPOs. Rocket Fuel’s stock is down more than 80 percent since its IPO in September 2013, while Millennial Media is down 94 percent since it went public a year earlier.

In spite of these high-profile ad tech flameouts, Gartner predicts CMOs will spend more on technology than CIOs by 2017. All signs point to this becoming true. While ad tech clearly has an image problem among investors, the larger marketing tech sector in which it plays is raging.

Venture capital and private equity deal flow is surging.

Last year, marketing tech saw several monster rounds, including AppNexus ($110…

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