The Real Deal on Paid and Owned Media

Today's customers don't move through your brand in a single channel. They interact across owned media like brand websites, apps and email, as well as paid media like display, social and connected TV ads. Yet while customers move seamlessly between these experiences, the data behind them often remains disconnected.

The challenge is that most organizations still manage paid and owned marketing separately. Different teams work in different platforms, measure different outcomes and operate from different views of the customer. The result is fragmented experiences, incomplete measurement and, ultimately, missed opportunities.

Many marketers assume the solution is collecting more data. But more data doesn't solve a disconnected system.

In this Real Deal video, Michelle Dieschbourg, Senior Manager, Product Marketing, explores why paid and owned channels often provide only part of the customer story, and how identity helps create a more complete understanding of the people behind every interaction.

How CDPs, clean rooms and identity help connect the customer journey

Creating a more complete view of the customer requires more than simply collecting additional data. It requires the ability to connect interactions across channels and environments.

Customer data platforms (CDPs) help brands unify and activate first-party data across owned channels. Clean rooms help brands work with data in privacy-safe ways, unlocking insights into customers and prospects beyond what can be observed through owned channels alone. Those insights can then be used to inform audience activation and decision-making across paid environments.

Powered by identity, these tools help marketers bring paid and owned marketing together, making it easier to create more connected customer experiences.

Key takeaways

• Customers don't think in paid and owned channels
• Fragmented systems create incomplete customer understanding
• More data doesn't solve disconnected marketing
• Identity helps connect customer interactions across channels
• The roles CDPs and clean rooms play in creating a more connected marketing strategy

Watch this video to learn how connecting paid and owned marketing can help create better customer experiences and a more complete view of the customer journey.