The next wave of digital transformation is all about experience, meaning you use a single view of customers to provide a truly integrated journey across all owned, earned, and paid channels. This level of customer experience across every touchpoint can only be achieved when AdTech and MarTech work synchronously with the overall IT strategy of the business. This is a guide for IT teams looking to make even greater contributions to the process of digital transformation, speak a common language with their business counterparts in the AdTech and MarTech landscape, and gain a deep understanding of implications for the discipline of IT.