Merging Marketing and Adtech For Successful Enterprise Integration

For many large enterprises, marketing and advertising technology platforms have traditionally been kept in separate stacks and teams. This can lead to problems such as inaccurate attribution and a lack of journey optimisation. With the demise of third-party cookies, this separation has become more difficult. To understand how companies are tackling this challenge, two firms (a B2C and a B2B enterprise) shared case studies at a peer group session.

The B2C firm had made significant investments in adtech. As they shifted from a primarily transactional selling model to building omnichannel customer relationships, they had to also consider their media buying efforts in the context of customer journeys. To this end, some leading companies are formally restructuring their marketing and adtech into “madtech” teams, and many are joining data and marketing teams, making measurement part of every activity and focusing heavily on metadata at the campaign and asset level. They are also developing in-house AI capabilities.

The B2B firm, meanwhile, was optimising their ad spend for longer and more complex buyer journeys. To make this easier, they had a single DAM that powered their media channels and messaging across owned-and-operated properties. Their goal was to achieve the “holy grail” of a single, closed-loop motion from media buy to loyal customer. However, enterprises still struggle to achieve this. To succeed, it is important for companies to focus on core data, content and process capabilities that can work underneath their adtech and martech stacks.

Overall, there is a lot of uncertainty and change in the world of martech and adtech, but by focusing on their core capabilities, enterprises can work towards a successful integration of their marketing and advertising technology.