2017: The year in martech
So many corners were turned this past year, we are now looking right at marketing and ad tech that increasingly resembles us.
After so many years of teases, we might as well call it.
In 2017, marketing and ad tech turned the corner toward becoming pseudo-human.
Arguably, we turned the corner long ago, but let’s just say that we’ve been able to make out the actual curve in the last 12 months. It’s nowhere near marketing tools that are artificially human yet, but we don’t have to squint that hard any more to see the pieces falling into place.
Let’s start with the realm we humans have long claimed as exclusively ours: a high level of intelligence.
Last year, it became common for virtually every tool to boast some form of intelligence, ranging from large marketing platforms like Salesforce and Adobe to product lines like Microsoft’s and to specialized tools like influencer platform Linqia. One way to tell that a corner has been turned is that the new tech doesn’t quite feel like news any more.