Due to shifts in the market, two formerly distinct areas of marketing and technology have now united. And their combined forces are about to revolutionize digital marketing – again.

Recently, Marketo CEO Phil Fernandez unveiled Ad Bridge, tearing down walls between paid media and engagement marketing to join the worlds of paid media – AdTech – with marketing technology – MarTech. 

These 2 formerly polarized mindsets are merging because:

  1. Consumers are looking for a more personalized engagement experience with their favorite brands. This has led marketers to shift away from anonymous tracking toward first-party relationships and data. Previously, marketing technology and engagement marketing acquired this type of first-party information that marketers could use.

  2. Cookies and anonymous cookie tracking have been the technology of choice to target ads to consumers in the traditional paid media arena. But in just the last three years, there have been substantial changes in web browsing from desktop to mobile – accounting for more than 60% of online traffic. The problem is, mobile doesn’t support cookies and the anonymous tracking and targeting that many DMP/DSPs used in the past.  

These 3 major use cases are now enabled:

  • Retargeting – if a consumer visits a site, but does not complete the desired activity or action, they can be retargeted throughout the web to come back to a site, and reengage until they are converted.
  • Reactivation – if a consumer had visited your site at some time, but did not convert, they can be encouraged to come back and reengage. Also, consumers who were past purchasers or subscribers who have now stopped engaging or ‘gone dark’ can also be encouraged to return.
  • Look-a-like marketing – data collected with a marketing automation or engagement platform about who a company’s most engaged customers are can be segmented into different dimensions using these tools. A marketer can take these segmented lists and pass them over to the major paid media businesses (DMPs, DSPs, Facebook, LinkedIn, etc).

With the formation of Ad Bridge, a marketing team can listen to their customers and prospects more effectively, and personally respond to them. This will allow for more relevant ads to be delivered to their customers and prospects, increasing click-through rates while drastically reducing costs per acquisition.