Marketing Technology Landscape 2022: search 9,932 solutions on


2022 Marketing Technology Landscape (MartechMap)

It is #MartechDay!

I’m delighted to ultimately share with you the 2022 advertising technology landscape, a joint creation amongst myself and Frans Riemersma of MartechTribe (and a whole bunch of wonderful contributors). Right here are the key points you want to know:

The wild-and-insane 11-yr development of the martech landscape seems to be like this:

Martech Landscapes, 2011-2022

Or, if you choose a a lot more quantitative check out of the 6,521% growth over all those 11 yrs:

Martech Landscape Growth, 2011 to 2022

We retired the moniker “Martech 5000”, which experienced rapidly develop into a misnomer. This year it would have been approximately the Martech 10,000! Rather, we’ve renamed this task “Martech Map” because…

We have introduced a new interactive web page at, no cost to use, that allows you search, form, and filter the total landscape. You can research by search term. You can filter by a vendor’s HQ place. You can rearrange the display screen, zoom in, and even build a PDF of your have.

Disclaimer: the website is nevertheless in beta, so remember to bear with us via any tough edges.


You can also contribute to the information set — and be sure to do! Come across a little something incorrect in the information? Lacking seller? Seller that’s improved types or gone away? Allow us know. We take into account this a neighborhood task, and we gladly celebrate all of the contributors to it.

The substantial scale and speedy fee of improve of the martech market and the prosperity of remedies in just it was no more time nicely-served by a after-a-12 months, static graphic. It is a point in time, which is fascinating to see year-around-yr. But we want this community source to be something that is up-to-date on a additional constant basis.

By now producing the graphic algorithmically, it’s easy to launch updates in a matter of minutes — versus the darkish ages of hand-placing small logos manually on a slide (hats off to you, Anand Thaker and Jeff Eckman, for all your prior enable with that!). By working with a vendor’s favicon from their web page, which we can refresh at any time, we also help you save equally ourselves and distributors from the angst of out-of-date logos.

The aesthetic is various with this grid of favicon logos, but the practical added benefits of fast updates weigh closely in its favor. Just as just about every other aspect of promoting and martech is evolving, so far too should the martech landscape.

State of Martech 2022 Report

Of course, 1 of the perennial reactions to the martech landscape is: how can there be so numerous suppliers? How has this industry not consolidated however? Surely it is destined to collapse, any minute now, suitable?

These are good concerns to talk to. I request them myself all the time.

It is really worth noting that 972 suppliers from the 2020 landscape were taken off for 2022, both because of to currently being acquired or some fewer pleased exit from the industry. That is 12% churn from two several years in the past! The martech landscape does consolidate.

But at the very same time, new suppliers keep entering the marketplace (and additional who have been in the industry continue to keep getting learned in our ongoing investigation). While 972 vendors ended up taken off, a whopping 2,904 suppliers have been added, which introduced the net whole from 8,000 to 9,932.

Frans and I have quite a few types and theses that present some explanation to these dynamics that we see in the marketplace. This calendar year, we have bundled them — alongside with a bunch of other fantastic facts about stack adoption styles — in a Condition of Martech 2022 report.

It is totally free for you to down load (absolutely ungated):

State of Martech 2022 Report

(As a reward, the report also consists of all of the entries to The Stackies 2022: Advertising and marketing Tech Stack Awards, so you can evaluate illustrations of how other organizations have merged martech answers in their marketing and advertising stacks.)

The analysis for this project and the accompanying report was generously supported by these 6 sponsors. We would kindly persuade you to check out them out:

In addition, we’ve produced a “gratitude graphic” that displays the lots of contributors to the martech landscape info set. We hope you will be a part of them for a potential update that incorporates contributions you make a decision to make.

Martech Map 2022 Contributors

Merry #MartechDay to you — I hope you take pleasure in this new graphic, report, and interactive site.

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