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Marketing technology joined the advertising fray on the promise of being the industry’s savior. But advertising, which had once been positioned as a creative, gut-driven industry, could now become a core part of the data economy. By gathering information about consumers at every turn, particularly on social, brands could develop a rock-solid view of their audience.
All of the layers and processes created by martech platforms have added unnecessary complexity to campaigns. Layers of technology unearth inferred “insights” about consumers, painting pictures of easily packaged personas and enabling brands to make assumptions about what consumers want.
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