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IAB launches Event and Conversion API to standardize advertisers’ shared data

The IAB Tech Lab has introduced the Event and Conversion API (ECAPI) to standardize how advertisers communicate key marketing events and conversions to platforms and partners. It’s open for public comment through February 20, 2026. The goal? Less friction, more clarity. “Advertisers and platforms are already doing this in parallel,” said Anthony Katsur, CEO of …

Measuring account progression makes the attribution conversation obsolete

Measuring your marketing and sales success by defining, measuring and optimizing the stages an account progresses through will make the attribution conversation obsolete. Yeah, I said it. Teams obsessively track impressions, clicks, website visits, form fills, event registrations, content downloads and MQLs to try and scientifically associate that behavior with what prompted a customer to …

How to build lasting buyer momentum in B2B marketing

In MarTech’s “MarTechBot explains it all” feature, we pose a question about marketing to our very own MarTechBot, which is trained on the MarTech website archives and has access to the broader internet. Today’s question: How can B2B marketers build long-term buyer momentum by connecting mental availability to buying triggers instead of relying on short-term …

Why AI is the most unpredictable cost in the martech stack

Early in my career, the technology contracts I signed were fairly straightforward. I knew what I was paying for, how many seats I had and what was included. Even as data volumes grew and systems became more complex, costs were still mostly understandable. You could estimate what it took to store, move and process data. …

How six thinking hats can improve martech decision making

A few years ago, I read “Six Thinking Hats” by psychologist Edward de Bono. The core idea is simple: each hat represents a distinct way of thinking about a problem. While the framework is often discussed in broader management contexts, it has clear and practical applications in martech management. Essentially, when evaluating an idea or …

Peter Drucker warned us. Positionless Marketing is the answer by Optimove

Five days compressed into five minutes. Six weeks into six days. These aren’t marginal improvements. They’re what happens when marketing organizations remove the structural barriers that prevent talented people from acting at the speed of customer behavior. As Peter Drucker, the father of modern management, warned in “Managing in Turbulent Times,” “The greatest danger in …

More AI for the Gmail inbox isn’t the end of email marketing

Last week, Google introduced AI for the Gmail inbox, an announcement that got the attention of many email marketers. The new AI features now available in Gmail are built on Google’s Gemini 3 AI model, according to a blog post by Blake Barnes, VP of product for Gmail at Google. For Gmail users, these new …

When martech requires a sprint — and when it demands a marathon

In martech, momentum is often mistaken for progress. That pause feels especially welcome in this space. With all the disruption and change, it can help to take a moment to breathe before the next wave arrives. Over the years, I’ve landed on a metaphor for how people tend to operate at work and in life. …

3 strategies for killing AI slop in your email copy

Can you guess Merriam-Webster’s 2025 Word of the Year? Yep, it’s slop — “digital content of low quality that is produced usually in quantity by means of artificial intelligence.” If you spend any time on LinkedIn, you’ve probably seen it everywhere. And you’ve definitely seen people complaining about it. But AI slop isn’t just a …

How to tell if you have too many tools in your stack

Every week, there’s a new AI-powered marketing tool promising to revolutionize your workflow. It’s tempting to try them all. But here’s what’s actually happening: marketing stacks are more cluttered than ever, teams are overwhelmed, and most tools are sitting unused while the bills keep coming. The real problem isn’t that you don’t have enough tools. …