Ad Age once referred to Scott Brinker as the “Godfather of MarTech.” That reputation is well earned, as Scott has built an entire career on being one of the foremost experts on marketing and technology in the entire industry. On this episode of On Scope, Scott — who serves as VP of platform ecosystem at Hubspot and is the editor of chiefmartec — shared his thoughts on how marketers can get a handle on technology gone wild. Along with host Mike Berberich, Scott covered what he feels are the biggest current challenges with MarTech, how marketers should approach assessing the full stack and selling the investment in necessary tools to a skeptical CFO, and what the acceleration of AI means for marketing technology going forward.

On “Marketing News You Might Have Missed,” is fact checking the next frontier in the AI takeover? One social media giant seems to think so, as it rolls out automated community notes. Mike and show producer Ryan Dinger discussed the potential benefits and repercussions of this new feature, including what AI-powered fact checking might mean for brand reputation.

Your MarTech stack will be worthless without the right datasets and analysis. You can learn how brands are using AI, clean rooms, and first-party data to personalize smarter, protect privacy, and drive real growth by attending the 2025 ANA Masters of Data Conference. Check out the agenda and register by visiting www.ana.net/dataconf25.

The On Scope team wants to hear from you! If you have a topic or guest idea for the show, you can email us at onscope@ana.net. We also accept questions and great cookie recipes.