Advertising Law Tool Kit - Tenth Edition | 2022

42 / Venable Marketing Technology Marketing technology (martech) consists of various tools and solutions that assist with marketing; each marketer’s unique combination of these tools is known as their martech “stack.” For many marketers, martech has become essential because of its ability to automate and streamline marketing campaigns. During 2019, approximately $121.5 billion was spent globally on martech. As the landscape for martech expands, so too does the complexity of the issues that arise from trying to implement disparate tools and solutions. However, many of these issues can be mitigated by thoughtful planning during the procurement, implementation, and renewal phases. Armand J. (A.J.) Zottola ajzottola@Venable.com +1 202.344.8546