More than one-third of marketers polled have already begun to integrate martech and adtech, according to a Forrester survey sponsored by LiveIntent, which places advertisements within emails. More than half (57%) expect their own companies to “converge” the technologies within the next two years. The study doesn’t explicitly define what “converging” the technologies would mean or when it became a transitive verb.

Measurement partnerships must be in fashion. Measurement specialist Marketing Measurement Analytics (MMA) has joined Google’s Marketing Mix Model Partners program, which gives access to detailed information about ads on Google video, display, and search campaigns. These fuel estimates of campaign impact on online and offline sales. Meanwhile, Facebook and Integral Ad Science have extended their relationship, providing independent measurement of ad viewability and fraud across Facebook, Instagram, and the Facebook Audience Network.

Just over half of consumers (54%) like to receive personalized messages because they show the consumers are known to the brand, plus they can be time savers. The rest (46%) find it at best unimportant, at worst creepy. Relevance far outstrips personalization when it comes to driving email opens (54% vs. 19%). Takeaway: treat each customer the way they prefer.