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Not too long ago, ad tech was the darling of the digerati. But while programmatic trends like header bidding continue to gain footing, it’s marketing technology—or mar tech—that’s become the hottest buzzword for brands and agencies alike. Capital investment in mar tech was predicted to total a whopping $2 billion in 2016, according to PitchBook, a firm specializing in venture capital and private equity data. As mar tech takes over, it might seem like a no-brainer for industry types to be fluent in the basics.