Missoula, Montana’s Pathlabs wins the 2026 MarTech Breakthrough Award for Overall AdTech Solution of the Year for its people-first Media Execution Partnership.

In adtech, the answer is usually another product. Another platform. Another dashboard. Another promise to automate the hard parts.

At Pathlabs, we have always believed the hardest parts still need people.

Technology can connect data, improve decisions, and speed up execution. But it cannot earn a client’s trust, understand the pressure behind a pitch, or step into an agency’s business and act like part of the team.

That is why this recognition feels especially meaningful.

Pathlabs has been named the 2026 MarTech Breakthrough Award winner for Overall AdTech Solution of the Year. The award recognizes our Media Execution Partnership, or MEP, which gives independent agencies the infrastructure to compete at an enterprise level without building an enterprise-sized team.