Marketo, a leader in the
marketing automation space, this week announced partnerships with two ad tech companies -- Rocket Fuel and Turn -- to help bridge the gap between marketing automation and programmatic advertising.
Rocket Fuel’s and Turn’s ad-buying platforms have been integrated with Marketo’s new “Ad Bridge,” which Marketo says was built to connect “digital advertising
efforts to an overall engagement marketing strategy.”
In short, the “Ad Bridge” connects CRM data with ad-buying technologies.
Simon Hayhurst, SVP of product
marketing at Rocket Fuel, said in a prepared statement that the key to the partnership is that “data can now flow back and forth, all in real-time, between Marketo and … Rocket
Fuel.” Hayhurst said that for clients of both Rocket Fuel and Marketo, “each action informs the next, making each marketing decision in the customer engagement journey more intelligent
than the last.”
Turn has released a case study from 3 Day Blinds -- a shared client between Marketo and Turn -- that helps back up Hayhurst’s claim of the value of snowballing
data. Marketo and Turn say that after one month of using their combined technologies, 3 Day Blinds saw a 70.9% increase in click-through rate and an 80% reduction in cost-per-action in a direct
response campaign meant to generate appointments.
The desire to synthesize data was also an underlying factor in AOL’s decision to launch “One,” the programmatic ad platform comprised of its entire
ad tech stack that officially rolled out this week. AOL said the data between its solutions will now be “much more connected” in One, claiming it makes the data more valuable.
“It’s one plus one equals three, not two,” an AOL representative asserted, when asked how much more valuable the data is to marketers when not siloed.