Integrating Tech for Marketing Success

We’re probably all familiar with the cookies, trackers and beacons following us around the web and pitching us with targeted advertising. But that’s just scratching the surface of what’s possible with today’s adtech.
In our latest GDS Video Snack, MeetTheBoss TV Editor Ben Thompson discusses how integrated advertising tech is helping marketers.

We’re probably all familiar with the cookies, trackers and beacons following us around the web and pitching us with targeted advertising. But that’s just scratching the surface of what’s possible with today’s adtech.

For instance, TapAd’s “fingerprinting” technology is able to profile a user’s unique online signature, based on things like browser history, installed plugins and software, wi-fi connections, device IDs, keystroke patterns and countless other data points, in order to track consumers across multiple different devices.

Or there’s Adstack’s email software, that can change content according to the time of the day the recipient opens it, to deliver a completely personalised, timely message. Marketing is increasingly about responding to changing consumer scenarios on-the-fly, and technology is beginning to reflect that.

Brands need to understand who their target is, what their preferences are, and what drives their purchases. And while being able to better analyse and target consumer behaviour has always been a vital component of marketing, that audience is becomingly increasingly fragmented across different platforms. Which means they’re harder to reach.

The good news is that while advertisers have historically dealt with many different vendors to address those specific needs – mobile, email, online, etc. – things are changing. We’re now seeing greater integration of advertising technology. The bringing together of data-driven segmentation, targeted programmatic media execution AND analytics all into a single technology stack is allowing marketers to execute more efficiently and effectively.

Digital ads are predicted to account for 33% of total ad spend by 2018. But rather than evolving purely as a standalone discipline, the advent of advertising technology integration promises a more holistic approach to marketing – one that has digital built-in, rather than bolted on.

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