| Good morning, Marketer, and martech improvement isn’t one-size-fits-all. Contributor Gene De Libero reminds us that continuous, steady improvement is more important than blindly chasing that shiny new object for your tech stack. Businesses should adopt new technologies and strategies in a way that makes sense for them. “Marketing is a ‘test-and-learn’ discipline.” Lots of brands are using this year’s World Cup as testing grounds for new platforms and CTV advertising. That’s because fans are watching all over the world — billions of them — and many are using streaming options. They’re also connecting with TikTok creators, so more about that platform below. Chris Wood,
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