The MarTech industry is undergoing seismic changes. The ‘cookie-less future’ on the horizon, the specters of rising consumer concerns around data-tracking, and a looming global recession mean that marketers are navigating a rapidly evolving environment.
Given these factors, they rightly expect their technology to go the extra mile by providing actionable insights that can inform campaign strategy and demonstrate return on investment (ROI). But, as the leaders within MarTech cater to businesses who can pay large amounts, smaller companies miss out on these valuable benefits. The MarTech giants need to be challenged to allow others to have a seat at the table for real change to occur throughout the industry.
