{"id":5344,"date":"2023-08-16T01:41:24","date_gmt":"2023-08-16T05:41:24","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2023\/08\/16\/why-a-balanced-tech-human-approach-to-martech-is-key-to-reducing-waste\/"},"modified":"2023-08-16T01:41:24","modified_gmt":"2023-08-16T05:41:24","slug":"why-a-balanced-tech-human-approach-to-martech-is-key-to-reducing-waste","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/why-a-balanced-tech-human-approach-to-martech-is-key-to-reducing-waste\/5344\/","title":{"rendered":"Why a Balanced Tech\/Human Approach to MarTech Is Key to Reducing Waste"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By Myles Peacock, Worldwide CEO, Investis Digital (iDX)<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Efficiency and accuracy have always been front-of-mind for marketers\u2014as they should be. But MarTech\u2019s relative explosion over the past decade has enabled our industry to more readily tick these objectives off. But has this efficiency come at a cost? Namely, in the form of waste.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Consider that forecasts suggest that the United States\u2019 total investment in MarTech will <a href=\"https:\/\/www.insiderintelligence.com\/content\/us-martech-spend-marches-on-with-strong-growth\">exceed $27B in 2024<\/a>, up from $15B in 2020. But increased spending doesn\u2019t guarantee results, let alone perfected results. <a href=\"https:\/\/resources.investisdigital.com\/waste-less-grow-more-unlocking-the-value-through-connection\/\"><em>Waste Less. Grow More<\/em><\/a><em>.<\/em> which iDX produced based on findings from a commissioned study conducted by Forrester Consulting, examines how inefficient MarTech and AdTech stacks contribute to soaring waste levels, which have very real financial ramifications as well. Nearly four-in-five (83%) of businesses recognize that their platforms don&#8217;t work well together.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">While this doesn\u2019t just mean that businesses are pouring money down the drain, the reality is that increased complexity is causing organization-wide disruption. Digital waste\u2019s global carbon emissions now <a href=\"https:\/\/help.ovoenergy.com.au\/hc\/en-au\/articles\/4403301686671-The-carbon-footprint-of-the-internet-what-s-the-environmental-impact-of-being-online-\">rival the aviation industry<\/a>\u2014and if you don\u2019t find that assertion shocking, perhaps you should.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Taken together, this means that there&#8217;s a significant opportunity to \u201cdo better\u201d\u2014for our businesses, of course, but maybe for our industry as well. In other words, we have a collective responsibility to take action.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Because publicly, marketers continue to advocate for environmentally-friendly operations\u2014sustainability is a buzzword, afterall\u2014but how many are tying those efforts to direct actions? In fact, <a href=\"https:\/\/sustainablebrands.com\/read\/marketing-and-comms\/study-marketers-feel-capability-gap-sustainability-communication\">94% agree<\/a> they should be braver and more experimental in their pursuit of greater sustainability. Which means it\u2019s a matter of identifying how to effectively manage MarTech stacks, and this necessitates creating a content framework that unifies MarTech, AdTech, content and audience targeting.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>More MarTech, more problems.<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Modern businesses aren\u2019t confined to a single building. Internal stakeholders are scattered across the globe\u2014with each market and department using their own siloed MarTech stack.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">In truth, this is where the problems begin. It doesn\u2019t matter if your set-up consists of CRMs, CDPs, or DMPs. Duplicated systems which fail to interact as a unit will generate friction and send marketing campaigns into disarray\u2014phrases which should panic even the most confident CMO.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">We\u2019ve found that poorly-integrated MarTech systems can generate an additional 10% &#8211; 13% waste across effort, resources, budget and time. These numbers are felt even more intensely given the current economic climate.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Now, let\u2019s agree that underperforming MarTech structures are the leading contributor to disconnected and duplicated content. Developing extensive libraries of assets isn\u2019t an issue anymore. But mismanagement forces digital waste levels to take off. And this is where frustrating customer experiences, extended sales cycles, and flawed digital transformation journeys also begin to creep in.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Digital waste doesn\u2019t just reduce overall marketing effectiveness. Investing in redundant tools that don\u2019t contribute to a cohesive marketing strategy will drive your unnecessary expenses skyward.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">So how can marketers maximize campaign impact while minimizing wasteful expenses?<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>All under one roof.<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Emphasizing compatibility across tools and driving synergy across the structure is the first step to optimizing MarTech management. Building a streamlined and efficient approach empowers marketers to better utilize their resources.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">But best-in-class marketing strategies don\u2019t hinge solely on MarTech. You need a connected framework that harnesses the potential of <em>all<\/em> available assets\u2014both technical and human.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">What\u2019s more, shifting toward this strategy doesn\u2019t mean abandoning the investments you\u2019ve previously made. Rather, marketers have the opportunity to optimize their existing stacks\u2014not generate more waste by piling on more tools. Embracing this balanced approach can be the catalyst to getting your marketing set-up firing on all cylinders.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Campaigns are consistently defined by whether or not they reach the right audiences. Fostering deeper connections with these groups is a stepping stone toward improving ROI, creating enhanced customer experience, and reducing waste. But failure to do so leads to (unintentional) pollution of the digital landscape.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Best practice suggests that streamlined MarTech stacks should be achieving ROI in the region of 60-80%. Adopting a simplified strategy that leans on a centralized MarTech stack across the organization is key toward eliminating the complexity issues. <em>This<\/em> is the differentiator between businesses increasing their market share and those that lose ground on the competition.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Balancing the scales.<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Marketing shouldn\u2019t be mentioned in the same breath as the air travel industry when it comes to waste\u2014it\u2019s a \u201cbad look,\u201d to say the least. And while research shows that leaders are saying the right things when it comes to sustainability and adopting eco-friendly processes, the reality is that we\u2019ve got a long way to go as an industry.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">No one should debate MarTech\u2019s influence on the marketing landscape or the fact that it has driven considerable efficiency. However, in order to move forward, there must be some level of harmony between digital marketing strategies. Boosting ROI will always be a top-level objective for marketers\u2014but this shouldn\u2019t mean sacrificing sustainability goals.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Marketing shouldn\u2019t be mentioned in the same breath as the air travel industry when it comes to waste\u2014it\u2019s a \u201cbad look,\u201d to say the least.<\/p>\n","protected":false},"author":7,"featured_media":5345,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[4],"topics":[2],"class_list":["post-5344","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-culture","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Why a Balanced Tech\/Human Approach to MarTech Is Key to Reducing Waste | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/why-a-balanced-tech-human-approach-to-martech-is-key-to-reducing-waste\/5344\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Why a Balanced Tech\/Human Approach to MarTech Is Key to Reducing Waste\" \/>\n<meta property=\"og:description\" content=\"Marketing shouldn\u2019t be mentioned in the same breath as the air travel industry when it comes to waste\u2014it\u2019s a \u201cbad look,\u201d to say the least.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/advertisingweek.com\/aw360\/news\/why-a-balanced-tech-human-approach-to-martech-is-key-to-reducing-waste\/5344\/\" \/>\n<meta property=\"og:site_name\" content=\"AW360\" \/>\n<meta property=\"article:published_time\" content=\"2023-08-16T05:41:24+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2023\/08\/zero-waste-net-zero-concept-carbon-neutral-climate-neutral-long-term-strategy-sustainable.jpg_s1024x1024wisk20cpQI80I6POHhqBVnjBaL110jJe1jdaXv3whNzSZJYq40.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1600\" \/>\n\t<meta property=\"og:image:height\" content=\"900\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Advertising Week\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Advertising Week\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/why-a-balanced-tech-human-approach-to-martech-is-key-to-reducing-waste\\\/5344\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/why-a-balanced-tech-human-approach-to-martech-is-key-to-reducing-waste\\\/5344\\\/\"},\"author\":{\"name\":\"Advertising Week\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/person\\\/ae698b8b96e141836006836db70d9e69\"},\"headline\":\"Why a Balanced Tech\\\/Human Approach to MarTech Is Key to Reducing Waste\",\"datePublished\":\"2023-08-16T05:41:24+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/why-a-balanced-tech-human-approach-to-martech-is-key-to-reducing-waste\\\/5344\\\/\"},\"wordCount\":844,\"publisher\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/why-a-balanced-tech-human-approach-to-martech-is-key-to-reducing-waste\\\/5344\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2023\\\/08\\\/zero-waste-net-zero-concept-carbon-neutral-climate-neutral-long-term-strategy-sustainable.jpg_s1024x1024wisk20cpQI80I6POHhqBVnjBaL110jJe1jdaXv3whNzSZJYq40.jpg\",\"keywords\":[\"Culture\"],\"articleSection\":[\"News\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/why-a-balanced-tech-human-approach-to-martech-is-key-to-reducing-waste\\\/5344\\\/\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/why-a-balanced-tech-human-approach-to-martech-is-key-to-reducing-waste\\\/5344\\\/\",\"name\":\"Why a Balanced Tech\\\/Human Approach to MarTech Is Key to Reducing Waste | AW360\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/why-a-balanced-tech-human-approach-to-martech-is-key-to-reducing-waste\\\/5344\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/why-a-balanced-tech-human-approach-to-martech-is-key-to-reducing-waste\\\/5344\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2023\\\/08\\\/zero-waste-net-zero-concept-carbon-neutral-climate-neutral-long-term-strategy-sustainable.jpg_s1024x1024wisk20cpQI80I6POHhqBVnjBaL110jJe1jdaXv3whNzSZJYq40.jpg\",\"datePublished\":\"2023-08-16T05:41:24+00:00\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/why-a-balanced-tech-human-approach-to-martech-is-key-to-reducing-waste\\\/5344\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/why-a-balanced-tech-human-approach-to-martech-is-key-to-reducing-waste\\\/5344\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/why-a-balanced-tech-human-approach-to-martech-is-key-to-reducing-waste\\\/5344\\\/#primaryimage\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2023\\\/08\\\/zero-waste-net-zero-concept-carbon-neutral-climate-neutral-long-term-strategy-sustainable.jpg_s1024x1024wisk20cpQI80I6POHhqBVnjBaL110jJe1jdaXv3whNzSZJYq40.jpg\",\"contentUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2023\\\/08\\\/zero-waste-net-zero-concept-carbon-neutral-climate-neutral-long-term-strategy-sustainable.jpg_s1024x1024wisk20cpQI80I6POHhqBVnjBaL110jJe1jdaXv3whNzSZJYq40.jpg\",\"width\":1600,\"height\":900},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/why-a-balanced-tech-human-approach-to-martech-is-key-to-reducing-waste\\\/5344\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Why a Balanced Tech\\\/Human Approach to MarTech Is Key to Reducing Waste\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#website\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/\",\"name\":\"AW360\",\"description\":\"\",\"publisher\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#organization\",\"name\":\"AW360\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/07\\\/AW360_Logo_2023_FullColor.png\",\"contentUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/07\\\/AW360_Logo_2023_FullColor.png\",\"width\":1906,\"height\":849,\"caption\":\"AW360\"},\"image\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/logo\\\/image\\\/\"}},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/person\\\/ae698b8b96e141836006836db70d9e69\",\"name\":\"Advertising Week\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g\",\"caption\":\"Advertising Week\"},\"sameAs\":[\"https:\\\/\\\/advertisingweek.com\"]}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"Why a Balanced Tech\/Human Approach to MarTech Is Key to Reducing Waste | AW360","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/advertisingweek.com\/aw360\/news\/why-a-balanced-tech-human-approach-to-martech-is-key-to-reducing-waste\/5344\/","og_locale":"en_US","og_type":"article","og_title":"Why a Balanced Tech\/Human Approach to MarTech Is Key to Reducing Waste","og_description":"Marketing shouldn\u2019t be mentioned in the same breath as the air travel industry when it comes to waste\u2014it\u2019s a \u201cbad look,\u201d to say the least.","og_url":"https:\/\/advertisingweek.com\/aw360\/news\/why-a-balanced-tech-human-approach-to-martech-is-key-to-reducing-waste\/5344\/","og_site_name":"AW360","article_published_time":"2023-08-16T05:41:24+00:00","og_image":[{"width":1600,"height":900,"url":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2023\/08\/zero-waste-net-zero-concept-carbon-neutral-climate-neutral-long-term-strategy-sustainable.jpg_s1024x1024wisk20cpQI80I6POHhqBVnjBaL110jJe1jdaXv3whNzSZJYq40.jpg","type":"image\/jpeg"}],"author":"Advertising Week","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Advertising Week","Est. reading time":"4 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/advertisingweek.com\/aw360\/news\/why-a-balanced-tech-human-approach-to-martech-is-key-to-reducing-waste\/5344\/#article","isPartOf":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/why-a-balanced-tech-human-approach-to-martech-is-key-to-reducing-waste\/5344\/"},"author":{"name":"Advertising Week","@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/person\/ae698b8b96e141836006836db70d9e69"},"headline":"Why a Balanced Tech\/Human Approach to MarTech Is Key to Reducing Waste","datePublished":"2023-08-16T05:41:24+00:00","mainEntityOfPage":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/why-a-balanced-tech-human-approach-to-martech-is-key-to-reducing-waste\/5344\/"},"wordCount":844,"publisher":{"@id":"https:\/\/advertisingweek.com\/aw360\/#organization"},"image":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/why-a-balanced-tech-human-approach-to-martech-is-key-to-reducing-waste\/5344\/#primaryimage"},"thumbnailUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2023\/08\/zero-waste-net-zero-concept-carbon-neutral-climate-neutral-long-term-strategy-sustainable.jpg_s1024x1024wisk20cpQI80I6POHhqBVnjBaL110jJe1jdaXv3whNzSZJYq40.jpg","keywords":["Culture"],"articleSection":["News"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/advertisingweek.com\/aw360\/news\/why-a-balanced-tech-human-approach-to-martech-is-key-to-reducing-waste\/5344\/","url":"https:\/\/advertisingweek.com\/aw360\/news\/why-a-balanced-tech-human-approach-to-martech-is-key-to-reducing-waste\/5344\/","name":"Why a Balanced Tech\/Human Approach to MarTech Is Key to Reducing Waste | AW360","isPartOf":{"@id":"https:\/\/advertisingweek.com\/aw360\/#website"},"primaryImageOfPage":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/why-a-balanced-tech-human-approach-to-martech-is-key-to-reducing-waste\/5344\/#primaryimage"},"image":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/why-a-balanced-tech-human-approach-to-martech-is-key-to-reducing-waste\/5344\/#primaryimage"},"thumbnailUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2023\/08\/zero-waste-net-zero-concept-carbon-neutral-climate-neutral-long-term-strategy-sustainable.jpg_s1024x1024wisk20cpQI80I6POHhqBVnjBaL110jJe1jdaXv3whNzSZJYq40.jpg","datePublished":"2023-08-16T05:41:24+00:00","breadcrumb":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/why-a-balanced-tech-human-approach-to-martech-is-key-to-reducing-waste\/5344\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/advertisingweek.com\/aw360\/news\/why-a-balanced-tech-human-approach-to-martech-is-key-to-reducing-waste\/5344\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/advertisingweek.com\/aw360\/news\/why-a-balanced-tech-human-approach-to-martech-is-key-to-reducing-waste\/5344\/#primaryimage","url":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2023\/08\/zero-waste-net-zero-concept-carbon-neutral-climate-neutral-long-term-strategy-sustainable.jpg_s1024x1024wisk20cpQI80I6POHhqBVnjBaL110jJe1jdaXv3whNzSZJYq40.jpg","contentUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2023\/08\/zero-waste-net-zero-concept-carbon-neutral-climate-neutral-long-term-strategy-sustainable.jpg_s1024x1024wisk20cpQI80I6POHhqBVnjBaL110jJe1jdaXv3whNzSZJYq40.jpg","width":1600,"height":900},{"@type":"BreadcrumbList","@id":"https:\/\/advertisingweek.com\/aw360\/news\/why-a-balanced-tech-human-approach-to-martech-is-key-to-reducing-waste\/5344\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/advertisingweek.com\/aw360\/"},{"@type":"ListItem","position":2,"name":"Why a Balanced Tech\/Human Approach to MarTech Is Key to Reducing Waste"}]},{"@type":"WebSite","@id":"https:\/\/advertisingweek.com\/aw360\/#website","url":"https:\/\/advertisingweek.com\/aw360\/","name":"AW360","description":"","publisher":{"@id":"https:\/\/advertisingweek.com\/aw360\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/advertisingweek.com\/aw360\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/advertisingweek.com\/aw360\/#organization","name":"AW360","url":"https:\/\/advertisingweek.com\/aw360\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/logo\/image\/","url":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/07\/AW360_Logo_2023_FullColor.png","contentUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/07\/AW360_Logo_2023_FullColor.png","width":1906,"height":849,"caption":"AW360"},"image":{"@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/person\/ae698b8b96e141836006836db70d9e69","name":"Advertising Week","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g","caption":"Advertising Week"},"sameAs":["https:\/\/advertisingweek.com"]}]}},"_links":{"self":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts\/5344","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/users\/7"}],"replies":[{"embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/comments?post=5344"}],"version-history":[{"count":2,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts\/5344\/revisions"}],"predecessor-version":[{"id":15722,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts\/5344\/revisions\/15722"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/media\/5345"}],"wp:attachment":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/media?parent=5344"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/categories?post=5344"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/tags?post=5344"},{"taxonomy":"topics","embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/topics?post=5344"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}