The Convergence of Martech and Adtech

Written by: Patrick Kilgore on 8/12/16 4:07 PM


For a while now, both marketing and advertising have required the right technology to do well. Until recently, advertising has relied on its own technology that’s distinct and largely disconnected from many of the martech products businesses use.

When you really think about it, that doesn’t make a lot of sense. Advertising is a part of marketing and all the efforts and work your advertising department does is meant to help the marketing and sales departments achieve organizational goals.

What value is there to keeping them separate?

Why Merging Martech and Adtech Makes Sense

Marketing technology and ad technology both work better together for a few significant reasons.

Marketing and advertising have the same goals.

One of the most obvious reasons is that both types of technology are out to help marketers accomplish the same thing. You want your marketing technology to help you collect data on prospect behavior, turn that data into useful marketing analytics, and use those insights to deliver more effective, personalized marketing messages to your audience.

Adtech does essentially the same thing, but in a more limited capacity. It’s designed to help you organize the process of serving up ads to users around the web, leverage data to make those ads as targeted as possible. If your data or technology isn’t precise, then your company will spend lots of money on showing ads to the wrong people or at the wrong time.

Both types of technology are meant to help you trim the fat and ensure the money you’re spending on your marketing and advertising efforts goes toward what works. And they’re both designed to make people’s jobs easier and their work more effective at driving revenue.

Breaking down data silos helps everyone see the big picture.

If the data you collect on your advertising efforts lives inside your adtech platform and the data you collect on the rest of your marketing campaigns lives within your martech stack, then how will you ever see how the two relate?

With some work, and someone on the team who’s really good at reading and analyzing data in spreadsheets, it’s possible. But it requires sincere effort.

Merging these sources means bringing all that data into one platform where you can see how your ad impressions relate to the rest of your marketing efforts and connect the dots to see the progression of what works.

Your marketing planning can only improve by bringing it all into one place.

Your data silos aren’t the only problem that merging adtech and martech helps solve. Most marketing organizations are plagued with silos in general.

If your advertising team doesn’t regularly talk to the rest of the marketing department, then there’s a serious risk of their work being wasted. Maybe they end up targeting an audience your marketing data has already shown to be unreceptive. Maybe they end up pushing out messages that contradict what your marketing team is doing. Or perhaps you simply miss out on opportunities to produce work that complements each other’s and helps move leads through the pipeline.

Bringing all your disparate plans, teams, and tactics under one larger marketing plan can help make everyone’s work stronger. And marketing technology that incorporates adtech enables you to see all your marketing planning in one place and stay on top of how everything connects.

Customers expect a consistent experience across all channels from brands.

A brand that publishes different messaging in their ads than other marketing efforts is just confusing. You need to provide consistency in how your brand communicates throughout the buyer’s journey.

McKinsey found that companies that focus on the full buyer’s journey rather than looking at individual interactions separately not only increase customer satisfaction by 20%, but increase revenue by 15% and cut costs by another 20%.

Advertisers and marketers both want to understand the journey the customer is on so they can provide the messaging that makes the most sense for where they are at any given stage. They can only achieve that, however, if they have technology that provides an integrated view of the prospect’s interactions with the company.

What can you do if your martech and adtech aren’t merged yet? Marketing performance management software allows you to bring all of your marketing planning and all the data you have from your various products into one platform. We can show you how.

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Topics: Hive9