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MarTech and the business of demand

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Marketing Hub Media

MarTech Diet

The stack, mapped

Ten standing briefs. Each is a permanent remit with an editor behind it, not a tag applied after the fact.

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  • Desks10, fixed by the publication brief
  • Anchor deskData, Privacy & Consent

Anchor desk

Data, Privacy & Consent

First-party data strategy, cookie deprecation, consent management and clean rooms.

  • First-party data
  • Cookie deprecation
  • Consent management
  • Data clean rooms
  • Marketing-data governance
  • Customer privacy
  • Identity resolution
  • Data activation
  • The deletion pipeline inside your third-party data, in plain terms
  • The sender requirements that now govern B2B email
  • Consent management for B2B marketers, in plain terms
Open the desk →
  1. 01AI & Generative MarketingGenerative AI in content and campaigns, marketing agents, and what autonomous execution does to the marketing team.Generative AI contentMarketing agentsAutonomous campaignsAgentic marketingLatestAI agents in marketing: what can be trusted to run unsupervised
  2. 02Demand Gen & ABMPipeline programmes, account-based orchestration and intent-led targeting - how demand actually gets built.Demand-generation programmesAccount-based marketingPipeline programmesAccount orchestrationLatestCustomer proof is now a capacity problem
  3. 03MarTech Stack & OpsCDPs, automation, integrations and the long march of stack consolidation.Customer data platformsMarketing automationMarketing OperationsPlatform integrationLatestMarketing automation is splitting into rules and judgement. Most instances cannot tell them apart
  4. 04Advertising & MediaProgrammatic, connected TV, retail media and the open web versus the walled gardens.Programmatic advertisingConnected televisionOTT advertisingRetail mediaLatestGoogle keeps its ad exchange. What the remedies change for B2B buyers, and when
  5. 05Content, SEO & GEOContent strategy, search, and the new discipline of optimising for generative engines.Content marketingSearch engine optimisationGenerative-engine optimisationContent operationsLatestOptimising for generative engines: what has actually changed
  6. 06Analytics & AttributionMeasurement, marketing-mix modelling and the return of first-party analytics.Marketing measurementMarketing-mix modellingAttributionFirst-party analyticsLatestThe MQL now has a second audience: the bidding algorithm
  7. 07CX & PersonalizationJourneys, real-time personalization, loyalty and the technology of retention.Customer journeysReal-time personalisationCustomer experience platformsLoyalty technologyLatestSafari now decides what counts as first-party personalisation
  8. 08Social, Influencer & CommunitySocial platforms, creator tooling and community-led growth.Social platformsInfluencer technologyCreator platformsCommunity-led growthLatestLinkedIn verification is becoming a reach tier. Marketing should be counting the badges
  9. 09Events & Webinar TechField, virtual and hybrid event platforms, and what actually produces pipeline.Virtual eventsHybrid eventsField-event platformsWebinar technologyLatestWhat actually produces pipeline from a webinar programme