To be clear, it’s not as if advertisers are planning to revolt against marketing technology en masse. If anything, marketing tech investment is poised to grow.
Warc estimates that global marketing tech investment will reach about $100 billion in 2018. And in an April 2018 survey of 500 marketing executives in the UK and US by Wipro and Coleman Parkes Research, just 8% of respondents said they plan to decrease their investment in marketing technology next year. By contrast, nearly two-thirds of those polled by Wipro and Coleman Parkes Research said they plan to spend more on marketing technology next year.
Warc's polling indicates that while investment in marketing technology is growing, that growth could accelerate if marketers had more clarity on the technologies being pitched to them.