Question 1

Why are marketing and advertising tools finally merging into a single category?

Accepted Answer

The shift is driven by a massive 86% of marketers who expect to own the entire customer experience by 2020. Integration is the only viable path to eliminate the US$8.2 billion lost annually to ad fraud and to solve the data fragmentation that currently prevents seamless tracking.

Question 2

Is there still a strong investment case for standalone ad-tech companies?

Accepted Answer

Capital is rapidly exiting the sector as venture funding for pure-play ad-tech declines in favor of mar-tech's recurring subscription models. This flight to quality is a response to Google and Facebook capturing 85-90% of all US digital ad spend, leaving little room for non-integrated players.

Question 3

How significant is the threat of consumers opting out of digital ads?

Accepted Answer

The threat is critical, evidenced by a 41% growth in active ad blocker users worldwide in 2015. Companies must integrate their data stacks to deliver more relevant, less intrusive experiences or risk losing access to their digital audience entirely.

Question 4

What is the strategic play for Australian telcos in this new landscape?

Accepted Answer

Telcos are moving to provide end-to-end marketing solutions to defend their margins and leverage their unique data sets. Telstra’s US$270 million acquisition of Ooyala illustrates the scale of investment required to build the necessary integrated tech stack.

MAD Tech: Is the future better together?

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Key Takeaways

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