Data’s Place in the Growing AdTech Marketplace Ecosystem

Marketers should be excited by two trends in the advertising technology landscape:

1.     It is growing and evolving, driving better targeting and higher ROI

2.     Marketplaces offer the audience segments of your choice, making purchasing easy and helping normalize results across platforms

Between the direct marketing we receive and the lumascapes we explore, modern marketers are realizing there are many adtech options available. So many opportunities exist to improve campaign performance, including mobile app download promotions, intent to buy data, and online/offline persona matching just to name a few.

And in today’s hyper-competitive environment, every digital marketer must not only be aware of these technologies, but also use and capitalize on the ones that show strong results.

As Highlighted in Dun & Bradstreet’s 2016 B2B Marketing Data Report:

Scott Brinker, editor of, estimates that the marketing technology landscape has doubled yet again year-over-year to more than 4,000 unique companies in the marketing technology landscape. With this many vendors in the market, consolidating onto a single MarTech platform might not provide the best value for your needs. Whether you choose to go full-stack, or build-your-own, you’ll still need to integrate and deliver high-quality data from across multiple systems to drive results.”


There is a dilemma created by all these options, and perhaps you are asking this question right now, “How do I compare results for my campaigns across platforms?” When looking at the data that informs your results and directs your testing, every good marketer knows you need to minimize data variability, or the analysis is worthless.

This is why the second “marketplace” trend is so important. The vast majority of advertising technology companies have created a marketplace model to streamline the delivery of services. Within these marketplaces, marketers purchase audience segments. By choosing a consistent data provider across platforms and campaigns, you can begin to normalize your results.


This is why Dun & Bradstreet is committed to making sure our audience segments are in the platform where you live. With new technology, walled gardens and so many middlemen, why add uncertainty to your metrics by choosing inconsistent data segments?

Source: Dun & Bradstreet’s 2016 B2B Marketing Data Report

At Dun & Bradstreet we see this as a wonderful way to help our customers with their dilemma by offering standardized customer data across leading platforms in the adtech ecosystem. With 280+ B2B deterministic audience segments from the world’s largest provider of commercial data in Oracle, Google, Adobe and many other advertising technology platforms, D&B data will help normalize your results. 

These days, marketers know that the “M” in CMO stands just as much for “Metrics” as it does “Marketing." The foundation of your programmatic campaign must start with the same data.