It all stems from what Chris O’Hara, VP, Product Marketing, calls the “fourth industrial revolution” led by things like data, AI and the internet of things.

“It’s harder for marketers to deliver personalization at scale to consumers and that’s the goal. So everything we’re doing at Salesforce is really about integration,” O’Hara says in this interview with Beet.TV at the recent DMEXCO conference.

By way of examples, he cites the acquisition of ExactTarget about four years ago with the intention of making email “a very sustainable part of marketing, such that it’s not just batch and blast email marketing but it’s also your single source of segmentation for the known consumer.” The end result was the ExactTarget Marketing Cloud Salesforce Integration.

In late 2016, Salesforce bought a company called Krux and within six months had morphed it into Salesforce DMP. It was a way to assist marketers in making sense of households “comprised of hundreds of cookies and dozens of different devices” and aggregate them to a single person or households “so can get to the person who makes the decision about who buys a car or what family vacation to take,” O’Hara says.

Salesforce DMP benefits from machine-learned segmentation, now known as Einstein Segmentation, to make sense out of the thousands of attributes that can be associated with any given individual and determine what makes them valuable. Developing segments by machine replaces “you as a marketer using your gut instinct to try to figure out who’s the perfect car buyer. Einstein can actually tell you that.”

In March of 2018, MuleSoft, one of the world’s leading platforms for building application networks, joined the Salesforce stable to power the new Salesforce Integration Cloud. It enables companies with “tons of legacy data sitting in all kinds of databases” to develop a suite of API’s to let developers look into that data and “make it useful and aggregate it and unify it so it can become a really cool, consumer-facing application, as an example.”

Datorama now represents what O’Hara describes as a “single source of truth for marketing data, a set of API’s that look into campaign performance and tie them together with real marketing KPI’s and use artificial intelligence to suggest optimization.”

In addition to driving continual integration, Salesforce sees itself as “democratizing” artificial intelligence, according to O’Hara. “There’s just too much data for humans to be able to make sense of on their own. You don’t have to be a data statistician to be able to use a platform like ours to get better at marketing.”

This interview is part of a series titled Advertising Reimagined: The View from DMEXCO 2018, presented by Criteo. Please find more videos from the series here.

This is one of the concepts behind comScore’s rollout of its new Activation suite, an offering that enables cross-platform targeting based on audience segments while drilling deeply into website content.

“One of the keys there is safety can have a different specific meaning depending upon whom you are as a brand,” says Aaron Fetters, SVP National Agencies & CPG Business at comScore.

“What our capability enables is for a brand to be very specific as to I’m okay showing up against this type of content but not this type of content,” Fetters adds in this interview with Beet.TV at the Masters of Marketing Conference of the Association of National Advertisers (ANA).

“Our data’s ability is to go down into the actual text level within a page and say this is what this page is about and it’s a place that I’m okay to be.”

comScore Activation incorporates both digital and television viewing data along with contextual and verification technology to account for brand safety, viewability and invalid traffic. It is currently available in more than 15 leading ad tech platforms, including Adobe, AppNexus, Centro, Salesforce, Tru Optik and Videology.

At the ANA confab, Fetters says he’s heartened to see that advertisers have not just embraced the pursuit of a cleaner digital media ecosystem but that they’re thinking beyond that goal to focus on campaign effectiveness. One of their priorities is the balance between digital reach and efficiency.

“It’s great to know I have a clean supply chain. But the next step is to say am I maximizing the reach of my message to an audience,” says Fetters. “Am I capping frequency at a level that I want to, or is this just a strategy that’s not working for me?”

This video is part of a Beet.TV leadership series produced at the ANA Masters of Marketing Conference, 2017. The series is presented by FreeWheel. Please find more videos from Orlando, visit this page.