Ad Tech and product data The winning duo for effective advertising campaigns

Digital technology now captures the majority of advertising budgets, with record investments in google, Meta, Amazon Ads, and the meteoric rise of Retail Media. These platforms dominate the advertising landscape thanks to their ability to reach massive audiences with unprecedented precision. However, an Achilles heel remains: the quality and alignment of product data.

In fact, if you visuals, descriptions or product attributes are incomplete or poorly optimized, that's all the performance of your advertising campaigns who is impacted. One Poor quality product data Train less attractive ads, a inconsistent user experience and, in the end, a loss of ROI.

In this article, we are going to clarify what isAd Tech, a set of technologies And of solutions dedicated to the management and optimization of online advertising campaigns, and explore why she became essential in e-commerce. You will discover how theAd Tech fits into a effective digital strategy and why does it require reliable and well-structured product data.

We will also highlight the key role of a PIM (Product Information Management) suchlike SolidPepper. With this tool, you will be able to transform the quality of your product data by centralizing, enriching and disseminating your product information across all of your channels. This will allow you to:

• Maximize the effectiveness of your advertising campaigns, by improving the relevance and attractiveness of your ads.
• Optimize your ROI, by avoiding budget losses due to errors or inconsistencies in your product sheets.
• Offer a consistent experience across all your channels, thus guaranteeing the satisfaction of your customers and a professional brand image.

In summary, in a world where digital technology dominates advertising investments, the key to success lies in the use of impeccable product data and well exploited thanks to Ad Tech and PIM tools. Get ready to revolutionize your e-commerce strategy and reach new heights of performance!

Understanding Ad Tech: the definition and challenges

What is Ad Tech?

The term Ad Tech (abbreviation of Advertising Technology or advertising technology) refers to all technological solutions that make it possible to plan, manage, buy and broadcast advertising campaigns on digital channels. These tools are essential for automating and optimizing advertising strategies, and they play a key role in today's digital marketing ecosystem.

Here are some essential tools in the field of Ad Tech:

• DSP (Demand Side Platform): a platform that allows advertisers to buy and manage advertising space across multiple channels and platforms at the same time (for example: Google Ads, The Trade Desk). It is an indispensable tool for effectively managing programmatic advertising auctions.
• SSP (Supply Side Platform): a platform used by publishers to optimize the monetization of their advertising space. It makes it possible to maximize revenue by connecting advertising inventories with several DSPs.
• DMP (Data Management Platform) and CDP (Customer Data Platform): these tools are used to collect, organize and use user data in order to personalize advertising campaigns and optimize their impact.
• Other well-known solutions: Meta Ads Manager, Criteo, Amazon DSP, which meet specific needs such as retail media, social advertising or sponsored campaigns on major e-commerce platforms.

How does Ad Tech work?

The functioning of Ad Tech tools is based on a structured process that guarantees effective and targeted advertising:

1. Data collection : Data comes from various sources, such as the behavior of users on a website, their browsing paths, or even their purchasing preferences.
2. Precise targeting : Thanks to the data collected, it is possible to create personalized and segmented audiences, in order to deliver relevant advertising, adapted to the needs and interests of consumers.
3. Activating campaigns : Campaigns are broadcast at the right time, on the right channel (mobile, desktop, social networks, e-commerce, etc.), with an optimized advertising message.
4. Performance measurement : Using KPIs (Key Performance Indicators), ROAS (Return On Ad Spend), or attribution models, it is possible to measure and analyze the effectiveness of campaigns to refine future strategies.

In summary, concepts like Ad tech definition, advertising technology, programmatic advertising and Retail media are now at the heart of any successful digital advertising strategy. They make it possible to maximize the impact of campaigns while optimizing advertising budgets on ever more complex and diversified channels.

The advantages of Ad Tech for e-commerce

Why capitalize on Ad Tech?

• Ultra-targeted advertising : Thanks to advanced segmentation, Ad Tech makes it possible to address the right message to the right audience, maximizing the return on investment.
• Automation : The platforms automate the distribution, the optimization of the budget and the adjustment of auctions in real time.
• Valorization of first-party data : The intelligent exploitation of internal customer data (first-party) boosts the relevance of campaigns and loyalty.
• Rise of Retail Media : More and more e-retailers are relying on advertising directly integrated into commercial sites, offering high conversion rates.

The weak point: the data produces, often the weak link in the system

Despite the sophistication of marketing tools, many advertising campaigns suffer from a major problem: product flow incomplete or poorly optimized, which hamper their performance and hinder overall efficiency. Some common examples of problem areas include:

• Absent or poor quality visuals, making products unattractive to users and decreasing click rates.
• Truncated titles, which do not allow all essential information to be transmitted, thus reducing the relevance of ads.
• Essential attributes missing (sizes, colors, descriptions), which prevents users from making an informed decision when buying.
• Inconsistent data between ads and landing pages, creating confusion and a lack of trust among consumers.

Consequences : largely degraded performances on key channels such as Google Shopping, Facebook Ads or display campaigns. But the impact doesn't end there. A poorly optimized product flow also leads to loss of coherence between the different channels (social, search, marketplace), which seriously affects theuser experience and the overall perception of the brand.

For optimal results and a harmonious advertising strategy, it is therefore crucial to work on product flows that are complete, aligned and consistent across all touchpoints.

SolidPepper: the PIM asset for more effective Ad Tech campaigns

One PIM (Product Information Management) as SolidPepper plays a central role in the advertising chain:

• Centralization of product data

SolidPepper allows all product information to be consolidated in one place, reducing the risk of errors and ensuring that data is updated quickly and consistently across channels.

• Optimization of advertising campaigns

By offering complete and accurate product information, SolidPepper facilitates the creation of effective Ad Tech campaigns, with precise targeting and better relevance of ads.

• Improving internal collaboration

Thanks to centralized and intuitive management, SolidPepper promotes collaborative work between marketing, product, and sales teams, accelerating the deployment of advertising initiatives while maintaining overall consistency.

Use cases

A cosmetics brand structuring its product data via SolidPepper has thus noted:

• +34% ROAS on Google Shopping
• -20% customer returns

Simply by providing complete, aligned, and contextualized product sheets.

Omnichannel and Ad Tech Create a consistent experience across all touchpoints

Advertising performance is no longer just about thinking Online ! The campaigns omnichannels (with an articulation between Online, physical retail, marketplaces...) require a product consistency and a consistent quality of information throughout the buying process.

Thanks to a PIM connected To your tools Ad Tech (and, where appropriate, to DMP or your CRM), you can:

• Insure the data sync for your networks, marketplaces, e-commerce sites, and points of sale
• Piloting the Product SEO, the advertising campaigns, the store highlights (POS)
• Deploy strategies for advanced customization thanks to a data centralized and structured

This synergy guarantees a smooth and reassuring product experience, regardless of the point of contact.

What are the best practices for effective Ad Tech with a PIM?

To boost the performance of your advertising campaigns, it is recommended to:

• Define clear quality rules for your product data in advance (image formats, mini and max characters, attribute mapping...)
• Create form variants adapted to each campaign, persona or channel
• Automate the synchronization of flows to advertising platforms
• Study performance KPIs to continuously adjust your product content

One PIM like SolidPepper facilitates the implementation of these best practices and optimizes your entire digital device.

Own product data The secret weapon for your Ad Tech campaigns

Finally, the performance of your Ad Tech strategy depends as much on the power of your tools... as on the quality of your product data. A clean, aligned and contextualized product flow is becoming a major competitive advantage in the age of omnichannel digital advertising.

By centralizing and automating the management of your product information, SolidPepper acts as a real control tower between your marketing teams, catalogs and advertising platforms.

With its solutions PIM, SolidPepper helps you simplify the management of your product data and optimize your performance in ever more demanding markets. Ready to find out more? Book your demo now and discover the full potential of SolidPepper!