Emerging technologies always encourage scrutiny and critical analysis, and ad tech is no different.

This discipline has been around for a few years, but it's only recently caught the attention of savvy ad tech agencies. In the era of big data, they've recognized having ad tech company relationships makes them more powerful and attractive to clients.

The age of social media has forced agencies to investigate innovative ways to interact with relevant users, rather than relying on typical broadcast or digital media buys. And the advantages for agencies investing in ad tech are plentiful: 74% of marketers want to work with ad agencies who know how to make use of ad tech.

Since bots and other deceptive programs were developed, they’ve primarily existed to defraud financial institutions or retailers. The bots would pretend to be real, generate fake ad impressions, and then steal money — digital media was merely collateral damage.

But in 2016, the Methbot attack targeted digital media specifically.

Marketing is in the midst of a digital revolution: Traditional advertising continually has to share the stage with newer strategies like omnichannel and fractionalized video content on social media. Determining the strategy that works best for you means reevaluating the demands of your industry and analyzing how your consumers view your media.

Sixteen percent of minority-owned businesses have reported being negatively affected by a lack of access to startup capital, compared with only 10 percent of non-minority business owners.

To combat this, there are plenty of ways for minority entrepreneurs to gain minority-based funding, including special governmental classifications for minority-owned businesses and minority-based grants and loans from the government, venture capitalists, and various other organizations.

Habits are tough to break. And when you’re in a well-established industry, processes often become habitual, and people fall down the “but we’ve always done it this way” hole.

But that doesn’t mean a thriving industry is immune to disruption. It shouldn’t come as too much of a surprise that people who have spent lots of time in a particular industry are typically in the best position to spot holes in the market.

The modern marketer’s greatest challenge is using emerging media to lift metrics across multiple platforms. For every opportunity presented by new media channels, marketers must overcome internal resistance and logistical challenges to transition away from traditional platforms.

Digital media constitutes one of the fastest-growing segments of advertising, making it a must for any campaign. Brands must aim to integrate desktop, mobile, tablets, and even television — not to mention leverage technologies that will cross-perform seamlessly for end users.

The more bells and whistles your product has, the better, right? Not necessarily. A Berkshire Hathaway-owned company recently faced the consequences of an overly complicated product, in what turned out to be a worst-case scenario: legal action.

Omnichannel marketing presents consumers with one clear, unified message across all platforms. Whether your client’s target consumer is on her phone, her laptop, or her couch with the TV in front of her, an omnichannel campaign will reach her. The idea is that each platform provides lift to the others, increasing user engagement, brand awareness and, of course, sales.