Adtech implementation begins with a thought exercise exploring these questions:
Adtech answers the question: how will I identify and manage all relevant audiences and personas?
Once these have been sorted, adtech tools allow professionals the opportunity to:
Both of our experts discussed the technical challenges and demands of implementing adtech, and despite their unique business needs had some similar tips. Here’s how they summed up their advice:
Harper: The biggest piece of advice is do not underestimate bringing your leaders along on your journey. Seek leadership buy-in toward building new tech and bring the rest of your team along to understand why and how change is happening. Becoming best friends with your Privacy and Legal departments will help manage necessary data agreements during the long process of building adtech.
Cox: Educating your executive team on what machine learning means for your company is rewarding but can be a challenge—be patient! Make sure your Privacy and Legal departments understand your adtech stack and how it satisfies their requirements by taking the time to build understandable system documentation throughout.
For more insights and takeaways from the session, watch the full recording here:
Martechify is all about continuous learning, and we can all learn from each other.
We created Martechify to be a growing and ongoing forum series with content that will evolve and build to bring additional value upon repeat attendance. We’ll continue the dialogue in our next session, “CDPs Demystified: The Source of Truth for Customer-Driven Marketing.”
Now that you’re all caught up, we’d love for you to join the conversation.