Eight years ago, Hubspot’s Platform Ecosystem VP Scott Brinker introduced Martech’s Law, a now-famous thesis that technology changes at an exponential pace, while organizations change at a logarithmic rate (https://nnw.fm/ALrg5). By definition, the gap between technological advances and business implementation gets wider all the time, creating a conundrum for management that requires quick decision making to keep up with tech. For its part, the coronavirus pandemic tightened the gap by forcing the hands of businesses to rapidly adopt new digital solutions to reach consumers, a cataclysmic event that resulted in explosive growth for DGTL Holdings Inc. (TSX.V: DGTL) (OTCQB: DGTHF) (Profile), as major international brands came in search of DGTL’s artificial intelligence-driven marketing platform. What COVID-19 did to accelerate everyday use of adtech and martech will not be undone, which benefits an array of companies in the space, including Digital Turbine Inc. (NASDAQ: APPS)Viant Technology Inc. (NASDAQ: DSP)IZEA Worldwide Inc. (NASDAQ: IZEA) and PubMatic Inc. (NASDAQ: PUBM).

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