India, July 21 -- Marketing was once considered a game of darts in the dark. Earlier, brands used to cast their nets wide, hoping something would stick. But those days of 'spray and pray' are rapidly giving way to AI-powered solutions designed to engage targeted consumers and drive conversions for a genuine return on investment.

Market data also underlines this shift. Globally, the madtech market, which operates at the intersection of marketing technology (MarTech), advertising technology (AdTech), and data technology (DataTech), is undergoing a seismic change. Industry analysts estimate that by 2027, publishers, marketers, agencies, and those that enable them will invest $245 Bn annually in madtech, up from $100 Bn in 2020.

It is more ...