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Marketing Tech Over Ad Tech

The Wall Street Journal reports that startups are increasingly having trouble raising funds if they call themselves an "ad tech" company. "Martech" is the preferred moniker apparently. "It has become increasingly difficult for advertising technology companies to raise money in recent years, but funding for companies in the closely-related marketing technology sector appears to be as healthy as ever," the Journal reported. "U.S. venture-capital firms invested around $860 million in ad tech firms last year, the lowest amount since 2010 and down considerably from a peak of more than $2.7 billion in 2011, according to venture capital and private equity data company PitchBook. So far this year, only $446 million has been committed, on pace for the lowest funding level since 2005. But PitchBook data suggest U.S. venture capital investment for marketing technology companies has been steadier, reaching over $1.2 billion last year. Investment this year was already close to $1 billion by Aug. 23, according to PitchBook, on pace to surpass last year."

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