4 Ways New Data Cloud Features Help You Personalize Ads

In December, new Data Cloud integrations with Google Display & Video 360 and LinkedIn were announced. These integrations are designed to help companies connect their first-party data to execute automated, personalized advertising campaigns.

To use first-party data advertising effectively, businesses should leverage customer preferences and interactions to create highly tailored campaigns. This involves:

• Personalizing content: Use the data to create ads that resonate with the customer's interests and previous interactions.
• Retargeting: Identify and re-engage customers who have shown interest in your products or services.
• Building trust: Ensure that customers have consented to the use of their data, and manage it responsibly to maintain trust and comply with privacy regulations.

The Marketing Cloud updates offer several benefits for businesses, including:

• Personalization at scale: Unify first-party data across various touchpoints to create a complete customer profile for personalized advertising.
• Increased efficiency: Deliver targeted messages at the right time by rapidly updating segment memberships and sharing data with advertising partners.
• Quick segment and activation: Use drag-and-drop and AI interfaces to build out segments quickly and activate them across multiple channels.
• Building customer trust: Send relevant messages that are compliant with privacy regulations, enhancing customer trust.

To launch ad campaigns using the new Data Cloud integrations, businesses should:

1. Collect and unify first-party data from various customer touchpoints within the Data Cloud.
2. Create segments using the new drag-and-drop and AI interfaces for quick and efficient targeting.
3. Activate campaigns across channels, including Google Display & Video 360 and LinkedIn, for a personalized customer experience.
4. Leverage automation for more relevant and efficient ad campaigns, ensuring they align with privacy regulations.

First-party data advertising on LinkedIn provides opportunities to:

• Target a vast network of over 1 billion active professionals based on job title, function, industry, and more.
• Combine first-party data with AI-powered product interest scoring and product usage data to reach and engage more customers.
• Create personalized campaigns for awareness, upsell, and cross-sell conversion opportunities, thereby growing the sales pipeline.