Display Advertising and the Integrated Marketing Stack

You may have read the news that Rocket Fuel acquired X+1, Alliance Data agreed to buy Conversant, and more recently, AppNexus will acquire Xaxis for Publishers (formerly Open AdStream). These companies, and others like Adobe, are making big investments in advertising and marketing technology, many of which bring big advantages for the display advertiser. Key components of a marketing stack that benefit display advertisers include

Adobe has made various acquisitions over the last several years including Efficient Frontier (cross-channel ad management and optimization platform for display, search, and social advertising), Demdex ( data management platform), and Omniture (Site Catalyst for web analytics, Test & Target for site optimization), all of which are components of the Adobe Marketing Cloud and offer benefits for the display advertiser using the Adobe Media Optimizer Display DSP.

The investment in display is not surprising given the size of the display industry, its projected growth, and the ongoing shift to programmatic buying. In the “Programmatic Ad Spend Set to Soar” article published by eMarketer, a report estimates that

Benefits for Display Advertisers

Here are some of the ways that an integrated marketing stack (or marketing cloud) can benefit the display advertiser.

Reduce resource and time investment.

Drive more conversions through access to website analytics data for targeting. Get access to high value audiences, and find more of them.

Deliver a consistent and relevant experience across the customer journey.

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Cross-channel optimization, tracking, and attribution reporting in the same marketing stack.

Manage all display buy types programmatically in one platform, the DSP

When choosing a vendor for display advertising don’t just look at their display capabilities. Also consider the entire set of digital marketing solutions that they offer and how they work together to meet your needs.