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An effective mission statement is one that sets out a clear objective for your organization. Ultimately, everything you do, including your strategy and tactics, will flow from that document.

Suddenly, “ad tech” is a bad term, and a chorus stretching from Madison Avenue to Silicon Valley is screaming “mar tech” at the top of their lungs. In just a few months’ time, we went from a shotgun wedding that promised to merge mar tech with ad tech, to declarations that ad tech is “dead.”