In 2026, the marketing technology landscape grew by just 0.7%, increasing from 15,384 to 15,505. At first glance, it appears to have stalled and reached its limits. But that headline number hides what’s really happening beneath the surface: nearly 1,500 tools were added, while more than 1,300 disappeared. This is not stagnation. It is renewal. …
Digital video is becoming a primary environment for AI, targeting, and outcome accountability, according to the recently released “2026 IAB Digital Video Ad Spend & Strategy Report: Part One.” The report shows a fast-growing market that is more automated and more demanding of precision than ever. U.S. digital video ad spend will grow 11% year …
Read more “Digital video ad spend surges as AI and targeting reshape strategy”
Walk into any B2B marketing event, and someone will mention intent data. They’ll talk about surge topics, in-market accounts, and the magic of knowing who’s researching what. They’ll show you a dashboard. It’ll look impressive. Then they’ll mention which provider they use, maybe a layered combination of tools. But a big problem is that a …
The search industry is defined by constant flux, but for brands, the core objective remains unchanged: using digital assets to drive real-world impact. However, the path to that impact has shifted. The rise of generative AI and large language models (LLMs) has accelerated the transition toward synthesized search, where users receive personalized answers without ever …
Read more “The third parties shaping your brand in AI search”
AI is no longer a future disruptor for marketing. It is already changing discovery and buying decisions, and how organizations evaluate market opportunities and compete for growth. Despite this, many marketing leaders are still being evaluated primarily on campaign execution rather than their ability to guide enterprise transformation. Gartner research shows a striking disconnect. While …
Read more “How marketing leaders are succeeding in the AI era”
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. Q: As martech, adtech and sales tech converge, how should B2B organizations restructure their RevOps teams to avoid cultural silos while maintaining …
Read more “How RevOps teams should adapt as martech and adtech converge”
Here is a number that should stop every martech leader mid-sentence. Frans Riemersma’s April analysis found that 90.3% of companies report using AI agents, but only 23.3% have them in production. Just 6.3% have fully integrated AI into their marketing stack. That is an 84-point gap between experimentation and governance. And the platform most teams …
Many SaaS stocks are plummeting. Vendors are shipping more features, and many are adding AI. But adding more features and layering in AI aren’t increasing the outcomes customers care about. For two decades, SaaS grew by shipping features — more modules, more seats, and more functionality. Customers paid for access to what your product made …
AI is becoming a standard part of how people shop, but there is a clear limit to how far consumers are willing to let it go. New data from Exploding Topics shows 77.6% of consumers have used AI to help with shopping in the past six months, with more than 43% doing so weekly. That …
Read more “AI shopping hits a trust ceiling even as AI adoption rises”
The bottleneck in content operations isn’t content creation. Research from the latest MarTech Intelligence Report on DAM platforms found that as asset volume, personalization demands, and channel complexity continue to climb, the chokepoint is likely in the systems required to manage, adapt, and distribute content at scale. Let’s start with content volume, because it’s at the root …
Read more “Can DAMs keep up as content demands outgrow workflows?”