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New research says software vendors are routinely collecting far more customer data than is needed and using it to build commercial products. The findings come from Clark Barron, founder of Blackout, a company that provides GTM threat intelligence through forensic analysis of marketing software. His research examines browser code, JavaScript, network traffic, and application behavior […]

All tactical marketing knowledge has a half-life. For my first marketing job, I needed to know how to spec type and create ad mechanicals using rubber cement and photostats. Success depended on expertise in yellow pages, radio jingles, cold calling, and trade magazines. Technology eroded the need for these skills, and now they’re no more

OpenAI appears to be experimenting with a new ChatGPT advertising format that replaces the traditional destination website with a conversational AI agent tailored to each business. Instead of sending users to a landing page, clicking an ad would open a business-specific ChatGPT conversation equipped to answer questions, surface products, and capture leads. So, OpenAI is

While much of the conversation about AI has centered on content creation, media optimization, and automation, it is causing a bigger change behind the scenes. AI is redefining how marketing teams are structured, collaborate, and make decisions. As AI becomes embedded across every stage of the marketing lifecycle, traditional organizational silos are beginning to disappear.

Many companies are jumping into AI feet-first, hoping to save money by increasing efficiency. One of the justifications they use is that AI will increase customer satisfaction via more personalized content and faster support. However, customers can tell when AI is implemented for the benefit of the business rather than for them. And they don’t

As AI assistants like ChatGPT and Claude plug directly into marketing systems, a false claim is spreading with them: that AI like this will soon make the CRM marketing platform unnecessary. While we run a platform company, this isn’t about preferring the platform. It’s about what each piece can and can’t do, which is easiest

Data clean rooms (DCRs) have evolved from a technological curiosity to a standard marketing tool. Their competitive advantage now comes from knowing when they create real business value. When Google Ads Data Hub launched in 2017, the industry’s focus was on privacy, secure collaboration, and vendor capabilities. In 2023, IAB Tech Lab published common principles

As marketers plan holiday campaigns, vendors are releasing reports on what consumers are expected to do this shopping season. Four arrived last week, and they tell much the same story about shoppers. Where they part company is AI. Research from Basis, Salesforce, Attentive, and Alchemer all show a continuation of post-pandemic trends: Consumers are starting

In MarTech’s “MarTechBot explains it all” feature, we pose a marketing question to our very own MarTechBot, which is trained on the MarTech website archives and has access to the broader internet. Q: How can B2B marketing teams adapt their data structures as buyers shift toward autonomous AI agents for product research and shopping? A:

Existing martech systems explain who the customer is and what happened. They don’t explain what the customer wants now, what the market is signaling, or what action comes next. To make better marketing decisions, AI needs business context, not just data. Without it, AI can sound polished but still be generic, off-brand, or out of