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Ad tech and MarTech companies face increasing pressure to capture consumer attention in a saturated digital landscape. Despite challenges like shrinking attention spans and widespread ad blockers, the global ad tech market is forecast to grow at 22.4% through 2030. Meanwhile, MarTech is expected to expand at 18.5% through 2032. At the heart of this transformation is artificial intelligence, driving smarter, more personalized marketing strategies.
In this episode of the Analytics Insight Podcast, host Priya Dialani speaks with Lakshmana Gnanapragasam, Senior Vice President of Analytics at Epsilon India. Gnanapragasam shares how Epsilon, a global leader with over 9,000 employees worldwide, is leveraging AI to redefine marketing and advertising technology. With 3,500 employees in India, Epsilon connects brands with millions of consumers through data-driven technology products and media solutions.
Understanding the distinction between MarTech and AdTech is key. MarTech centers on managing first-party, consented customer data like CRM and loyalty programs, enabling brands to personalize communications via email, SMS, and app notifications. AdTech, on the other hand, relies on pseudonymous data to run paid media campaigns aimed at acquiring new customers. It uses platforms such as digital ad networks.
AI is pivotal in both fields, particularly in identity resolution. It ensures customers are accurately recognized across multiple devices and platforms. This capability enables brands to deliver highly personalized experiences that boost engagement and campaign effectiveness. Beyond identity resolution, AI supports consumer insights, experience planning, campaign activation, and closed-loop measurement. Thus, helping marketers optimize return on investment.
Lakshmana emphasized that AI-powered solutions are vital to overcoming challenges such as evolving privacy regulations, ad fraud, and declining user attention. Companies like Epsilon harness predictive and generative AI models to offer actionable insights, tailor marketing strategies, and deliver measurable results. AI is set to be a true game-changer in digital marketing, transforming how brands connect with consumers and measure success.
Listen to the full discussion on the Analytics Insight Podcast to navigate the changing landscape of digital marketing effectively.
