Salesforce this week announced new integrations between its Data Cloud and Google Display & Video 360 (DV360) and LinkedIn. These integrations provide Salesforce customers with the ability to connect their first-party data from Salesforce's #1 AI CRM with these two ad platforms, enabling them to deliver targeted and personalized advertising campaigns.
The emergence of the cookieless future and the evolving data privacy landscape have propelled businesses towards a reliance on consent-based data collected directly from their audiences. However, the prevalence of data silos within organizations makes it challenging to leverage this first-party data effectively.
The newly announced integrations with Google and LinkedIn further enhance the capabilities of Data Cloud for Marketing. Marketers can now securely leverage their first-party data to build audience segments within Data Cloud and then activate these segments across Google Ads and LinkedIn. This enables them to:
- Create Connected Advertising Experiences with Google Display & Video 360: Deliver personalized ads and campaign measurement across display, video, TV, audio, and other channels, ensuring a seamless and consistent customer experience.
- Target a Diverse Audience on LinkedIn: Leverage over 1 billion active professionals on LinkedIn to reach specific audiences based on job title, function, industry, and more. This targeted approach ensures that the right message reaches the right person at the right time.
By unifying data from across the Salesforce Customer 360 platform within Data Cloud, utilizing Einstein's AI-powered insights, and activating these insights across their digital ad ecosystem, marketers can reap numerous benefits:
- Enhanced Ad Effectiveness: Gain a comprehensive understanding of each customer through a unified view of data across marketing, commerce, sales, service, or any touchpoint.
- Improved Efficiency: Deliver relevant messaging to the right person at the right time through real-time segment updates, timely data sharing with ad partners, and suppression of customers who have already purchased or have open Service Cloud cases.
- Scaled AI-Powered Insights: Unleash the power of AI to extract valuable insights from data, unify it into a single customer profile, and drive unmatched customer success.
“Advertisers are constantly under pressure to acquire new customers, deliver personalized experiences across channels, and increase margins. These new partnerships expand Data Cloud’s digital ad ecosystem to new platforms, so businesses can connect every moment in the customer journey, delivering greater loyalty and better business outcomes," said Steve Hammond, EVP and GM of Marketing Cloud.