Remember the last time you found yourself looking up at the stars? I spent a few nights in the Joshua Tree desert last month, so I took a moment to clear my head. I grabbed a pillow, and layed down in the middle of a black sea of twinkling lights. It was awe-inspiring to stare into the abyss and point out the various constellations that I had remembered from nights at summer camp. Mapping the stars into a constellation tells a story. And each constellation divides the sky into parts and helps us understand the incredible vastness of the universe.
Data is a lot like stars. There has been a huge explosion of data in the tech ecosystem, and making sense of all of it can be overwhelming. New technology is needed to help marketers make data-based decisions and map a clearer view of the customer. This brings us to today’s topic: AdTech & MarTech. What’s Up With That?
Ad technology refers to all technologies, software and services used for delivering, controlling and targeting online ads. The AdTech world is made of up a multitude of platforms and technologies, including demand-side platforms, (DSPs), data management platforms (DMPs), Supply –Side Platforms (SSPs), ad networks, and exchanges, all of which focus on either the delivery or targeting of ads or ad inventory.
The marketing technology ecosystem is comprised of a variety of tools that manage customer analytics, digital content, and marketing workflows. Marketing technology generally targets known audiences, existing customers, and sometimes prospects that may already be in conversion mode. It is like an advanced CRM (Customer Relationship Management) system that allows companies to analyze and manage customer interactions across many channels,.
The collision of AdTech and MarTech is the opposite of a perfect storm. When done correctly, it can be more like a perfect sunny day, where things become clearer and more actionable. Combing the best of AdTech and MarTech enables marketers to have access to a greater breadth of data about people and their shopping behaviors, ranging from what they are doing in and outside of retailer’s or brand’s properties. It also allows marketers to understand customer interactions happening across their ad, site, and email channels, so that they can implement more sophisticated optimizations and use more predictive intelligence for prospecting, retention and customer loyalty. . And now that brands can integrate CRM data into ad technologies, more and more digital advertising strategies are now being linked back to customer communication.
We can finally get a “constellation” view of the customer and a clearer picture of our marketing across channels through the combined telescope of AdTech and MarTech. The result is marketing that becomes more personable, more relatable, and more predictable.
To learn more about the barriers and opportunities in merging AdTech & MarTech, check out our panel video from our Data Magnified series – featuring discussions by industry experts from PlaceIQ, DoubleVerify, Tealium and Bronto.
Magnetic is an artificial intelligence company that uses machine learning to deliver smarter, faster, and more effective advertising. Our powerful AI platform continuously analyzes the attributes of over 350 million live user profiles alongside real-time inventory supply and bid opportunities to deliver highly performant audiences and profitable campaigns for our clients.