Building custom audiences across publisher accounts is tedious
In the cookieless world, it's more important than ever to build audiences with the first-party data your business already has, like email addresses and phone numbers. But regularly uploading lists of email addresses to all your different publisher accounts is tedious and time consuming. Streamline the audience creation process with Audience Hub.
A hub for your proprietary data
Build audiences across search and social with just a few clicks. Share one data file with Marin, and Audience Hub will create both a Google Customer Match audience and a Facebook Custom audience based on it. You can then manage and maintain audiences for both platforms in one place.
The power of CRM data
If you're currently collecting data in a Customer Relationship Management (CRM) tool, you can feed this data into Audience Hub automatically. Marin will create unique audiences for different types of customers and prospects that you can target with differentiated messaging and bidding.
In-app audience reporting
Once you’ve created your audiences through Audience Hub, use the Audiences tab in the Marin UI to analyze the performance of each. See audience performance segmented by campaign or group, or roll-up data to compare entire audiences side by side. From both views, you can run reports, apply dimensions, and track all the relevant data you need to optimize your audiences.
Get started with custom audiences today
If you want to experience a simpler, more efficient way to reach your targets, reach out to Marin to get set up on our intelligent platform today.
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case study
Fusion92 simplifies budget management and increases conversions 10% with Marin
Are you spending too much time managing a large number of budgets?
Could you get more from your campaigns by reallocating spend to top performers? Fusion92 asked these questions about their paid search program, and Marin had answers. Marin's performance management tools helped them save time and improve conversion volume.
Background
The Fusion92 team has a client that provides non-clinical administrative services to private dental practices. The client manages the business side so the doctors can focus on serving patients. The client also offers search marketing services to help practices acquire new patients, and the Fusion92 team manages those paid search campaigns.
Responsive Search Ads (RSAs) harness the power of machine learning to optimize your ads, but take away some of the control you get with Expanded Text Ads (ETAs). Learn how to make the most of RSAs, ahead of the June2022 phase-out of ETAs.
If you’re still using Google’s Expanded Text Ads (ETAs) then time is running out – ETAs are being phased out in mid-2022. The good news is that Responsive Search Ads (RSAs) are expected to deliver better results and can make life easier. But there are some important trade-offs that every marketer needs to understand.
Download our eBook for tips and tricks on the migration and how to operate in an RSA-only world.
Breaking down ad-tech walled gardens and their impact on digital advertising
Let’s explore the concept of ad-tech walled gardens and their impact on digital advertising. The term “walled garden” refers to a closed-system platform that retains customer data inside its digital ecosystem. These advertising ecosystems are usually controlled entirely by a single company. The goal is to keep user data within the company’s ecosystem so that other companies cannot access it.
Meta, Google, Amazon, X, TikTok, Pinterest, and Snapchat all have walled-garden data systems. The purpose is to maintain a competitive advantage - of course, Google doesn’t want Meta to have its data. But these walled gardens present a challenge for advertisers because all their data is siloed by platform. That’s why many advertisers opt to use a data unification platform like Marin Connect to unify data across platforms. Marin pulls data via API from every major ad platform so that advertisers can analyze all their data in one place and implement cross-channel advertising strategies.
How did walled gardens start?
The phase-out of third-party cookies started in 2018 and blocked some of the access advertisers had to third-party data. While this change was great for data privacy, it forced each ad platform to call upon its first-party data for ad targeting—data the platforms most certainly did not want to share with one another.
Here’s a little recap of the different data classifications:
First-party data: This data is collected directly by the organization.
Second-party data: This is data collected and shared by a trusted source.
Third-party data: This type of data is aggregated from multiple second-party sources.
The role of GDPR in ad-tech walled gardens
The General Data Protection Regulation (GDPR) is comprehensive data protection legislation implemented by the European Union in 2018. It aims to protect citizens' data by enforcing strict data collection, storage, and usage guidelines. Its main benefit is granting individuals greater control over their data, including the right to access, correct, and delete information held by companies.
GDPR negatively impacted the use of third-party cookies, and according to some studies, it even reduces revenue. Advertisers use third-party cookies to track users across different websites. Under the GDPR, companies must obtain explicit user consent before placing these cookies, leading to widespread changes in digital advertising operations. As a result, many organizations have shifted towards first-party data collection methods, relying on data gathered directly from their websites and apps. This shift contributed to the rise of "walled gardens," where large platforms like Google and Facebook create closed ecosystems that control access to user data and advertising.
Beyond the GDPR, other privacy acts, such as the California Consumer Privacy Act (CCPA) and the California Privacy Rights Act (CPRA), further strengthened user privacy rights. These laws provide similar protections, giving consumers more control over their data and imposing stricter regulations on businesses regarding data handling and transparency.
How do walled gardens affect attribution?
By preventing marketers from tracking and correlating data across platforms, walled gardens impede informed decision-making in several ways:
Limited measurement: Walled gardens make it more difficult for advertisers to track the success of campaigns across multiple channels and understand the real impact of different advertising efforts, resulting in attribution problems.
Journey fragmentation: Because each walled garden operates within its own ecosystem, it's harder for marketers to track conversions throughout the user journey.
Data accessibility: Limited access to user data within walled gardens hinders the ability to analyze data at a granular level.
Here's a break down of the pros and cons of walled gardens for a few of the major ad platforms:
Overcoming walled gardens with Marin
Marin has developed a powerful suite of solutions to make the most of digital advertising. The first tier of the suite, Marin Connect offers a new way to collect, unify, and analyze marketing data. The AI-powered solution offers cross-channel reporting, a unified data model, and powerful analytics.
Interested in optimizing your data collection and analysis? Discover what the power of Marin’s AI can do for your marketing by requesting a demo.
