The evolution of the connected customer has transformed today’s marketing ecosystem which now covers data and technology as much as it does content and distribution channels. In turn, the roles and expectations of both marketers and media agencies have dramatically changed. As marketers increasingly turn to their agencies for collaboration and guidance on data architecture and digital transformations, technology partners that may have previously been viewed as ‘frienemies’, are now becoming the agency’s trusted friends. Nicola Helper (Salesforce) and John Price (Carat) will address the recent Salesforce DMP/Carat partnership and how they are working together to achieve a joint vision: arming modern marketers with the right technology solutions to ensure their success both now and in the future.