Today, Technology is here to increase, not only channel but team connections.
Marketers and advertisers alike have come to understand the importance of not only pushing advert content but providing a unified experience for users across every physical and digital channel they go on.
Today, the different teams involved in creating and spreading adverts often function in their own lanes, only coming together to work around projects using a different of tech tools that are not really optimized to optimize their communication and collaboration. Additionally, many of the existing adtech solutions don’t have the basic functionality to enable this much-needed level of interaction.
That of course is subject to change, but that is not to say that, as vendors start embedding features for ad-centric collaboration within their solutions, rather than making marketing or ad professionals rely on very general work environments.
“To be effective, most adtech should really include capabilities for unifying and automating all media, screens, data, and creativity at scale–but most of it doesn’t,” said Ryan Fleisch of Adobe advertising Cloud. “To deliver the right ad to the right individuals, you really need solutions that connect everyone involved in advertising projects, from the design team to the data team to the media buying team. In 2020, I think you’ll see this becoming a big adtech trend.”
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