Marketing Technology

The Marketing Technology category experienced 57 changes during the April 27 - May 4, 2026 period, with significant structural clarification among key players. The most notable development was Apigee's organizational repositioning, where its subsidiary relationship was refined to clarify Google as the operating parent rather than the holding company Alphabet Inc. This change reflects the maturation of Google's API management and integration capabilities within its marketing technology stack, particularly relevant as enterprises increasingly rely on API-first architectures for real-time data activation and customer experience personalization. Adobe's continued prominence in the category—evidenced by Adobe Launch and Adobe Real-Time CDP maintaining positions as key entities—underscores the ongoing consolidation around unified customer data platforms and tag management solutions. Accenture and Avaya's presence in the activity metrics suggests continued integration of marketing technology with broader enterprise service offerings and customer engagement platforms. The period's 57 changes appear to represent primarily structural and definitional enrichment rather than major product launches or market disruptions, indicating a stabilization phase in the marketing technology landscape where vendors are clarifying organizational relationships and technical dependencies.