More than 75% of U.S. senior marketers feel that understanding marketing technology has become increasingly important to their success, according to an eMarketer article. Nearly two-thirds of senior
marketers in Western Europe agree. DataXu, Morar Consulting, and WithPR polled 532 senior marketers in the U.S., Germany, France, Italy, Spain, and the U.K. In addition, data from ad tech firm Rocket
Fuel identified two marketing trends taking shape--programmatic buying of TV advertising and the rise of data management platforms--both key components of marketing technology.
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