Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About Insider Intelligence

Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how Insider Intelligence came to be.
Learn More
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about Insider Intelligence.
Contact Us
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

What’s affecting the growth in martech?

After a few waves of innovation and consolidation, the B2C martech landscape is dominated by a small number of broad suite providers. There’s also a very long tail of niche providers, some of which provide cutting-edge point solutions.

We estimate that three providers—Adobe, Oracle, and Salesforce, all of which grew their capabilities primarily through acquisitions—will account for between 40% and 50% of B2C martech spend this year.

Several factors will affect future growth in martech spending, including future innovation and capability expansion, influences within organizations, and external elements that directly affect marketers.

Capability Focus and Experimentation

As consumer expectations continue to rise and marketers seek to keep pace, more investment will be required across the martech spectrum. Notable areas of focus include:

  • Data and insights. A confluence of circumstances has pushed data—and the insights it drives—to the core of marketing efforts. Customers expect brands to recognize them, know their interaction history, and anticipate their needs. Meanwhile, privacy regulations and the looming deprecation of third-party cookies have emphasized the need for a proprietary identity graph for most brands. And the speed, variability, and value of different data types and sources are forcing marketers to step back and rethink their approach.

The recent explosive growth of CDPs—albeit from a standing start—reflects marketers’ need to corral their data quickly and generate insights that inform in-moment interactions with consumers. Similarly, interest in data clean room providers is growing rapidly as marketers vie to extract maximum value from their first-party data and experiment with opportunities to work with the walled garden tech platforms.


  • AI. Marketers have toyed with AI for several years to help with customer segmentation and analytics, but their efforts have been lackadaisical to date. Recently, however, marketers and agencies have begun to experiment with initiatives such as AI copywriting and creative tools like DALL-E 2—an OpenAI system that creates realistic images from natural language descriptions. Although it’s early days, expect to see copycat solutions from niche providers followed by potential acquisitions by marketing suite providers if these products prove successful. At the same time, marketing leaders must ensure efforts adhere to security, privacy, and other areas of compliance.
  • Decisioning. With an increased emphasis on performance and ROI, the value of making the right decision has never been higher. Additional data, computing power, and analytics capabilities give marketers a greater opportunity to invest and experiment in decision management. Brands are testing approaches to centralized decisioning to leverage the breadth and depth of their customer data, thus driving ongoing dialogues with individuals. Decisioning also takes place at points of interaction with consumers, allowing brands to react in real time to customer actions.

Read the full report.