Personalization at Scale: The Business of Marketing Technology

In this episode of Wharton Tech Toks, Kirk Hachigian (Wharton MBA '27) sits down with Justin Hannah, Senior Director of Marketing Technology and Automation at FanDuel Sports Network. Justin shares his career journey from a 40-person ad tech startup to leading MarTech at Hulu and FanDuel, breaking down the complex world of marketing technology.

The conversation explores how customer data platforms and CRM systems power modern marketing, the challenges of multi-touch attribution in a privacy-first world, and FanDuel's innovative approaches to measuring campaign ROI. Justin discusses transitioning from streaming entertainment to real-time sports, balancing aggressive personalization with responsible gaming, and where AI is actually delivering value versus hype in MarTech today.