From the rapid adoption of mobile technology to programmatic advertising to the promise of big data, the marketing industry is undergoing a seismic shift driven primarily by technology. As a result, the marketing technology landscape has exploded in recent years to meet the needs of a new generation of consumers and marketers. According to an IDC report, the marketing software industry is one of the fastest growing sectors in high tech, with a compound annual growth rate of 12.4 percent between 2014 and 2018. In 2014, global sales of software and other technologies represented around $20.2 billion, spanning a plethora of categories and verticals. By 2018, IDC expects spending will total near $130 billion.