If you’ve had a look at the latest Lumascapes or Marketing Technology Landscape charts, 2 things will be evident… 1) It might be time to consider lasik eye surgery. 2) It’s damn near impossible to tell these companies apart.

Rather than trying to differentiate among the various players within Ad Tech and Mar Tech, it’s time to focus on a new category altogether – Media Tech.

Media Tech companies are those with real SaaS solutions for advertising and content helping brands execute media in a transparent manner with no markups.

Key value props here are cross-screen capabilities, analytics and activation integration, data science, and global scale.

Read more in my blog post Goodbye Ad Tech. Hello Media Tech. And read on for more of 4C’s Insights.

Read the rest of 4C’s Insights Volume 4 here.

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