The Modern Marketing Data Stack 2025 report explains how AI, privacy, and data gravity have transformed marketing. Generative AI empowers nontechnical marketers to query and act on data in natural language, speeding up insights and automation. Privacy has become a baseline expectation, requiring secure, transparent data practices and compliance with evolving laws. Data gravity drives marketers to unify data in one governed platform, moving applications to the data rather than copying data to tools. Five trends emerge: data-empowered marketers, sophisticated data-connected apps, new measurement strategies blending clean rooms and marketing mix modeling, the rising importance of first-party data, and commerce media’s growth as retailers monetize their data and audiences.

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