A portmanteau of the words marketing, advertising and technology coined by David Raab to describe the current trend in the development of technology platforms: the hybridization of AdTech and MarTech.

MadTech aims to provide the most complete view of a customer across all channels. It is all about data, connectedness and a seamless use of a number of technologies and data sources including big data, internet of things (IoT) and machine learning.

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