Indian marketers are beginning to move past mere experimentation and hype, as they face the challenges of integrating their MarTech and AdTech ecosystems. In an interview, Ishank Joshi, MD & CEO of Mobavenue, discussed the current state of these integrations, the risks to performance-led growth by 2026, the potential for industry consolidation, and the pivotal role of Agentic AI in future technology investments.
Advertisers have made strides in integrating their MarTech and AdTech stacks, but significant work remains. Many are aware that disconnected systems hinder decision-making and dilute insights. Although platforms have improved data sharing, issues persist in consolidating customer identities, managing consent, and measuring results consistently. A majority of brands desire tighter integration, yet progress varies depending on their data systems’ readiness and their teams’ ability to act on insights.
Looking toward 2026, brands must prioritize foundational MarTech investments rather than merely adding new features. Developing robust first-party data systems, establishing clear consent frameworks, and enabling seamless data usage across teams and platforms are crucial. As customer journeys become increasingly fragmented and privacy expectations heighten, brands are shifting towards cloud-based solutions that facilitate smooth information flow and support quicker, informed decision-making. Moreover, measurement and optimization practices need to adapt, as traditional attribution models fall short. Brands now focus on experimentation and understanding impact drivers, making tools that connect performance signals across channels essential for success.
However, the path to performance-led growth in 2026 is fraught with risks. The most significant threat is overconfidence in incomplete measurement, as tightening privacy regulations and fragmented ecosystems can lead to misguided optimization. Additionally, increasing operational complexity—marked by manual processes and overlapping platforms—can slow execution and drive up costs. External factors, such as economic instability and regulatory changes, necessitate a flexible approach to performance strategies, steering clear of reliance on any single method or channel. Brands that confront these challenges proactively can convert uncertainty into a competitive advantage while safeguarding efficiency and growth.
As AI and infrastructure costs rise, the possibility of consolidation within the MarTech and AdTech landscape becomes more pronounced. Organizations are re-evaluating scalable strategies to navigate the increasing expenses associated with compute, data, and talent. Businesses capable of distributing these costs across broader ecosystems may find themselves in a stronger position to invest in innovation and performance. This trend could encourage a shift toward more integrated, end-to-end solutions, prompting emerging players to consider partnerships, mergers, or strategic exits as means to enhance capabilities and reach, thereby fostering a resilient ecosystem for AI-driven growth.
Despite advancements, the readiness of the ecosystem for tighter data and privacy regulations in 2026 varies significantly. While many advertisers now recognize the necessity of privacy-first design, the extent of implementation differs by region and organization. The ongoing uncertainty regarding global regulatory frameworks underscores the importance of adaptable systems. Businesses that have adopted consent-driven data strategies early on are likely to be better equipped to navigate future shifts.
If brands were to make one strategic technology investment next year, Agentic AI and AI-native platforms should be at the forefront. Unlike traditional tools reliant on manual input and disjointed workflows, these agentic systems autonomously analyze signals, make decisions, and act in real time throughout the marketing lifecycle. As media environments grow more complex and privacy constraints tighten, Agentic AI empowers brands to respond rapidly, optimize continuously, and minimize operational friction. This transformation shifts marketing from mere tool management to orchestrating outcomes, positioning AI-native platforms as vital investments for sustainable growth.
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