ExchangeWire speaks to Sanjay Dholakia, CMO of Marketo about how ad blocking is helping to unite the two worlds of ad tech and marketing technology who says, "The sad reality is that fewer
and fewer people seem to be paying attention [to advertising]". That's despite increased spending in the U.K. Dholakia goes on to say: "I think ad blocking could be a wonderful thing. For too long
advertising has been the broadcast of mass messages to customers, often intrusive and irrelevant. With the number of poor quality ads we’re targeted with on a daily basis, it’s no wonder
people are literally choosing to switch off from advertising. Adapting to this changing landscape has left many of the big ad tech players scrambling to adjust their offering in a bid to thrive or
survive." Further, he speaks to the silos of ad tech and martech suggesting that the silos must be flattened: "This has to change to reflect increasing consumer expectations for a more cohesive and
relevant brand experience. Consumers are figuratively – and often literally – telling marketers to get their sh*t together. They are telling us that they expect an ad unit to be as
tailored and personal as the emails in their inbox (disclaimer: this is assuming that they are receiving smart marketing messages)."
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