Convergence of adTech & MarTech — Shiv Gupta // U of Digital

Shiv Gupta, Founder and CEO of U of Digital, explores some alternative tracking methods that can help you monetize your audience. While advertising is a subset of marketing, the two have been siloed and considered different from the beginning. However, the barriers are collapsing between the two as data from marketing technology becomes more crucial to effectively executing advertising. Today, Shiv discusses the convergence of ad tech and martech.

About the speaker

Shiv Gupta

U of Digital

Shiv is the Founder and CEO of U of Digital

Part 1 Convergence of adTech & MarTech — Shiv Gupta // U of Digital
Part 2How publishers can monetize their audience with this alternative to cookie tracking — Shiv Gupta // U of Digital

Show Notes

02:06

U of Digital's mission to cultivate domain expertise in sales

A lot of tech companies primarily focused their sales training on product marketing and soft skills, while neglecting domain expertise. As a result, U of Digital was founded to fill this gap and provide salespeople with this critical skill for effective selling in the modern technology age.
04:28

The convergence of ad tech and martech

Data has become crucial in advertising, and much of it is sourced from marketing technology, such as cloud platforms, CDPs, etc. Consequently, orchestrating these different components has become essential for executing effective advertising campaigns.
08:11

Players driving ad tech and martech integration

Amazon and Google have been leading the way in bridging the gap between ad tech and martech, but users are confined to their ecosystems. However, Snowflake is emerging as an interesting hub where many different players from martech and ad tech can connect centrally.
10:38

Facebooks limited value proposition for CMOs

Facebooks main objective is to drive up the value of its own inventory rather than enabling marketers to play across various channels and partners. In contrast, Google and Amazon allow marketers to utilize their data and activate it across their ecosystems as well as the open web.
12:22

Exciting possibilities in the convergence of marketing and advertising technology

The cloud serves as the connective tissue between marketing and advertising technology and reduces the need for DMPs. Ultimately, CDPs sitting on top of cloud solutions will allow marketers to tap into the value of their technology investments more effectively.

Quotes

"I think domain expertise is critical for effective selling in the modern technology age. No one's training salespeople on the domain, so that's how U of Digital was born initially." -Shiv Gupta, Founder, U of Digital
"Advertising is actually a subset of marketing. So, the fact that they were different from the beginning and siloed didn't really make sense. And now those barriers are coming down." -Shiv Gupta, Founder, U of Digital
"Snowflake is an interesting hub where many different players from martech and ad tech are connecting centrally and saying, this is our connective tissue. The data warehouse can be our connective tissue." -Shiv Gupta, Founder, U of Digital
"If you think about what a marketer cares about, it's, we want to be able to play across a lot of different channels, publishers, and partners. Facebook doesn't enable that. Google and Amazon do." -Shiv Gupta, Founder, U of Digital
"The emergence of the cloud is a key piece of technology for a marketer, and a place where you put your data, and then have other technologies sit on top of it." -Google and Amazon do." -Shiv Gupta, Founder, U of Digital