The short version

Scott Brinker predicted on May 7, 2018: “The myth of martech consolidation is dead. Martech is a long tail with a fat head — the long tail keeps growing, not shrinking.” Verdict: Called it. Martech landscape grew from 6,829 (2018) to 14,106 (2024) — more than doubled. Long-tail growth has outpaced consolidation every single year since.

Prediction by

Scott Brinker

On May 7, 2018

“The myth of martech consolidation is dead. Martech is a long tail with a fat head — the long tail keeps growing, not shrinking.”

Follow-up

Martech landscape grew from 6,829 (2018) to 14,106 (2024) — more than doubled. Long-tail growth has outpaced consolidation every single year since.

From the High Caliber AI network — see the AI for PR module in the course.