DuMont Unveils Entirely: A New Play in MarTech

Update, 22 October 2026. DuMont took control of Censhare in January 2019, and in July 2025 it put Censhare inside Entirely AG. We cover that ownership in Censhare under DuMont.

An In-Depth Look at DuMont's "Entirely" and The Future of MarTech Ecosystems

When a seasoned player like DuMont steps into the complex dance of MarTech (Marketing Technology), the entire market takes notice. With its recent revelation of "Entirely," the media and technology powerhouse is looking beyond the run-of-the-mill digital marketing tools to forge the first open international MarTech ecosystem.

Scheduled to debut in the first half of 2025, Entirely is DuMont's venture to change how global MarTech applications communicate, integrate, and serve businesses. At a time when investments in marketing technologies are soaring - Deloitte's CMO Survey 2024 suggests nearly 30% of marketing budgets will pour into tech - the idea of one framework that can unite a large set of tools is attractive.

The Pinnacle of Integration

Entirely is aimed at businesses struggling against technical odds, looking to get more from their marketing strategies often with strained resources. With marketing departments under the gun to do more with less, only 24% of CMOs feel their budget is adequate, according to Gartner's 2024 CMO Spend Survey. The need for an ecosystem that breaks down data silos, reduces dependency, and introduces advanced AI capabilities is clear and pressing.

Entirely's promise is one of flexibility, control, and gradual liberation from vendor lock-in that can stifle innovation and agility within the marketing technology stack. DuMont is taking a stance to tackle the growing complexity of digital marketing. "We offer companies a product that efficiently unites data, processes, and teams," says Dr. Christoph Bauer, CEO of DuMont and Entirely. It's a statement that encapsulates the ambition to serve enterprises with a "best-in-class" product fit for the dynamic conditions of our time.

Strong Pillars of a United Market

The pillars of Entirely are firmly planted in the roots of its valuable partners - censhare, ELAINE, Facelift, and MARMIND - acquired successively since 2017 into DuMont's Marketing Technologies division. Now collectively overseeing more than 2,800 clients across 12 countries, these entities will continue to grow under the Entirely umbrella.

Europe's MarTech Champion

Aside from the advancement of a fully integrated MarTech platform, a considerable strategic edge lies in Entirely's European origins. Europe's stringent data protection legislation, GDPR, means Entirely is positioned to offer data privacy compliance, a significant factor on the global stage. Bauer has his sights on forging a European MarTech champion, a vision likely to resonate with businesses mindful of the implications of data sovereignty.

Reflection on the MarTech Market Trends

The emerging MarTech trends are evident in DuMont's strategy with Entirely. Integration, AI, and digital transformation are the buzzwords turning into tangible solutions. As Entirely gears up to tackle issues of interoperability and data cohesion, it foreshadows a broader move within the PIM market toward ecosystems that share data and work together. In the volatile MarTech market, companies increasingly demand platforms that can adapt quickly and fit into existing infrastructures without causing disruption. Consequently, Entirely's concept of an open, integrated, and adaptive system could become a blueprint for the future of marketing technology - combining the rigidity of process with the fluidity of innovation.

For businesses, this could mean more effective data management and a centralized view of their operations. With the era of closed, stifling systems becoming a remnant of the past, Entirely is charting a course toward a horizon where accessibility and unity reign supreme.

Entirely joins a series of applications and, on DuMont's account, redefines the MarTech ecosystem. By merging PIM, DAM, and ERP elements under one agile system, DuMont is proposing a new product and a different order of market technologies, one that echoes the demands of marketers hungry for change, precision, and a touch of marketing genius.

As we count down to 2025, the marketing community is watching closely. DuMont's gambit could halt the fragmentation of the MarTech market, presenting a cohesive narrative where every part and piece finds its place within a grander marketing symphony: a formidable vision by any standard.

Source: DuMont Entirely MarTech Ecosystem Press Release