In this episode, former Discover media and audience strategy leader Clare Liston joins host Noor Naseer to break down how top marketers actually evaluate adtech and martech partners. From avoiding "shiny object" syndrome to pressure-testing vendors with direct questions, Clare shares a practical framework for choosing tech that drives real business outcomes. She unpacks why most adoption is reactive, how to think about ROI within working media, why human credibility matters more than jargon, and more.