Pundits have been predicting the convergence of programmatic advertising and marketing technology for years. It seemed obvious: consumer journeys often start in the programmatic universe, move into marketing stacks and back again. Why wouldn’t the underlying technologies get closer together, perhaps under the same logos? Don’t deals like Adobe-TubeMogul and Salesforce-Krux prove the pundits right? Not so fast. There are good technical, organizational and practical reasons to think that ad tech and mar-tech may never really “converge” and can only thrive as parallel domains with different platforms, users and business models. Gartner’s Martin Kihn shares his latest research into the intersection of programmatic and mar-tech and what it means for brands.