The digital marketing landscape in Europe, the Middle East, and Africa (EMEA) is undergoing a profound transformation. As privacy regulations such as the General Data Protection Regulation (GDPR) and the ePrivacy Directive continue to evolve, organizations across the region face unique challenges—and opportunities—in unifying their marketing technology (MarTech) and advertising technology (AdTech) ecosystems. The convergence of these traditionally siloed domains is not just a technical imperative, but a strategic necessity for brands seeking to deliver personalized, compliant, and high-impact customer experiences.
EMEA’s regulatory environment is among the most stringent in the world. GDPR and the ePrivacy Directive have set a global benchmark for data protection, requiring organizations to rethink how they collect, manage, and activate customer data. The deprecation of third-party cookies and the rise of consumer expectations around data privacy have accelerated the need for robust first-party data strategies. In this privacy-first landscape, trust is the new currency—and brands that can demonstrate responsible data stewardship are best positioned to build lasting customer relationships.
Historically, MarTech platforms have focused on nurturing known customers and prospects, while AdTech has been the engine for acquiring new audiences through paid media. The loss of third-party cookies disrupts this separation, making it essential for organizations to bridge these ecosystems. The key lies in unifying first-party data—collected with clear consent—across both MarTech and AdTech channels. This enables:
Publicis Sapient’s partnerships with leading technology providers such as Salesforce and Epsilon are instrumental in helping EMEA organizations navigate this complex environment. Salesforce Data Cloud (formerly CDP) aggregates and unifies customer data, while Epsilon’s CORE ID provides industry-leading identity resolution—enabling brands to safely connect online and offline touchpoints, enrich first-party data, and activate audiences across the open web without relying on third-party cookies. These integrated solutions empower marketers to recognize and engage both known and unknown audiences, orchestrate real-time cross-channel experiences, and measure performance with unprecedented accuracy—all while respecting consumer privacy and choice.
Across EMEA, organizations are already realizing the benefits of bridging MarTech and AdTech:
Caroline Reeves, Salesforce Marketing Cloud Practice Lead for EMEA, emphasizes the importance of agility: “Changing market conditions and evolving privacy regulations require organizations to rethink how they deliver in-the-moment personalized experiences. Integrating best-in-class platforms and focusing on consent-driven data strategies are key to staying ahead.”
John Ayers, MarTech Strategy Lead, highlights the value of connected identity: “The future is about unifying MarTech and AdTech data to create a single, privacy-compliant view of the customer. With the right technology and strategic approach, EMEA brands can deliver relevant experiences, optimize spend, and maintain a competitive edge.”
The convergence of MarTech and AdTech in EMEA’s privacy-first landscape is both a challenge and an opportunity. By embracing first-party data strategies, leveraging trusted technology partnerships, and maintaining a relentless focus on compliance, organizations can:
Publicis Sapient stands ready to guide EMEA organizations through this transformation—helping them not only meet today’s challenges, but seize tomorrow’s opportunities in a privacy-first, data-driven world.
Ready to bridge the gap between MarTech and AdTech in EMEA? Connect with Publicis Sapient’s experts to start your journey toward unified, privacy-first marketing and sustainable business growth.