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I was researching a software platform recently when I found myself doing something I don’t remember doing nearly as often as a few years ago: questioning almost everything I was reading. The vendor content was polished, the reviews were positive, the LinkedIn posts sounded thoughtful, and ChatGPT provided a clear summary. Yet the more I […]

MarTech is owned by Semrush. We remain committed to providing high-quality coverage of marketing topics. Unless otherwise noted, this page’s content was written by either an employee or a paid contractor of Semrush Inc. Mike Pastore is the Head of Content & Media at Third Door Media, the publisher of the Martech and Search Engine

For 20 years, I sat inside some of the world’s most influential companies, helping populate dashboards with data. Executives would nod, and strategies would follow. I knew where the data came from and how it was collected, and I realized it didn’t reflect people. It reflected the shadows people cast as they moved through systems

For years, programmatic buyers could see who got paid in a transaction. They rarely saw every company that handled a bid request before it reached them. IAB Tech Lab wants to change that. Today, the organization proposed an update to its OpenRTB SupplyChain Object, commonly known as schain, exposing both the commercial and technical journey

A majority of organizations now use AI in at least one function — 88%, according to McKinsey — but only 6% report significant enterprise-wide impact. This isn’t a failure of AI adoption. It’s a reflection of how organizations use AI. To take an analogy from the past, the first cars used horse carriages and simply

Today, the fight to get your brand mentioned in AI answers — a process called generative engine optimization (GEO) — should be one of the highest priorities for marketing teams. Organizations must recognize the shift in how potential customers search and the results they receive. Too many companies hope their SEO programs will also ensure

My chicken incubator could turn you into an AI leader at your company. Well, not the incubator itself. But my plan for building an AI dashboard to manage my incubator operations could be your template for teaching yourself AI skills you aren’t learning on the job right now. AI isn’t going away. You can’t afford

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: How can B2B brands balance the efficiency of AI-powered chatbots with the “high-touch” requirements of enterprise-level sales without alienating high-value prospects?

After a wave of consolidation over the past six years, more than a few martech minds wondered if the CDP was a better concept than it was a product.  Vendors in and around the digital experience space, in particular, were buying up CDPs, and in some cases it was because the two vendors and their

It’s never been easier to hand marketing work over to automation. Ad platforms will manage bidding, targeting, and creative. CRMs will score leads, trigger workflows, and suggest the next action. You can pipe performance data into an AI assistant and get optimization recommendations back before your coffee is done. None of that is hype. These