Identity is having its moment, but most martech isn’t ready
With many in the industry recognizing identity as its own separate martech category, contributor Mike Sands says brands must get up to speed with this central concept.
Have you noticed anything different about the LUMAscape lately? Recently, the imposing cluster of logos representing the marketing technology landscape grew a little denser. Nestled under the data management platform (DMP) category, and to the right of the increasingly hyped customer data platform (CDP) grouping, lies a new class of martech: identity.
And it’s about time.
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