Bridging MarTech and AdTech: Driving ROI in a Cookieless World with Salesforce CDP

As the digital landscape rapidly evolves, the deprecation of third-party cookies is fundamentally reshaping how organizations approach audience targeting, measurement, and activation. Marketers, media strategists, and digital leaders are now faced with a critical question: How can we continue to deliver precise, personalized experiences and drive measurable ROI in a privacy-first, cookieless world? The answer lies in unifying MarTech and AdTech data through a robust first-party data strategy—powered by Salesforce Customer Data Platform (CDP), Epsilon’s industry-leading identity solutions, and Publicis Sapient’s deep expertise.

The Urgency of Unifying MarTech and AdTech

Historically, MarTech (marketing technology) and AdTech (advertising technology) have operated in silos, each with its own data, tools, and objectives. MarTech platforms excel at nurturing known customers and prospects, while AdTech systems focus on acquiring new audiences through paid media. The loss of third-party cookies, however, disrupts this separation, making it imperative for organizations to bridge these ecosystems and create a unified, privacy-compliant approach to customer engagement.

With third-party cookies disappearing, first-party data—information collected directly from customers with their consent—becomes the new gold standard. Organizations that can connect and activate this data across both MarTech and AdTech channels will be best positioned to deliver relevant experiences, optimize spend, and maintain a competitive edge.

Salesforce CDP: The Foundation for Data Unification

Salesforce CDP (now Data Cloud) is purpose-built to aggregate and unify customer data from every touchpoint—web, mobile, CRM, email, commerce, and more—into a single, actionable profile. This unified view enables:

360° Customer Insights: Integrate behavioral, transactional, and engagement data to understand each customer’s journey in real time.
Personalized Activation: Orchestrate targeted campaigns and experiences across channels, from email and SMS to digital ads and social media.
Privacy-First Compliance: Centralize consent management and support data subject rights, ensuring compliance with global privacy regulations.

But the true power of Salesforce CDP is unlocked when it is enriched with advanced identity resolution and activation capabilities—enter Epsilon’s CORE ID.

Epsilon CORE ID: Enabling Connected Identity in a Cookieless World

Epsilon’s CORE ID is the industry’s most accurate and stable identity solution, representing over 250 million privacy-protected consumer IDs. Integrated directly with Salesforce CDP, CORE ID enables organizations to:

Safely connect online and offline touchpoints to real people, creating a singular, enterprise-wide view of each customer.
Enrich first-party data with intent signals and behavioral insights, optimizing audience segmentation and decisioning through machine learning.
Activate audiences intelligently across the open web, reaching more customers with consistent, personalized messaging—without relying on third-party cookies.

This integration empowers 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.

Publicis Sapient: The Bridge Between Strategy, Technology, and Outcomes

Navigating the complexities of MarTech and AdTech integration requires more than just technology—it demands a strategic partner with deep domain expertise. Publicis Sapient stands at the intersection of marketing, technology, and data, uniquely positioned to help organizations:

Assess and align business objectives with data and technology investments, ensuring every initiative drives measurable value.
Design and implement frameworks for integrating MarTech and AdTech data, breaking down silos and enabling seamless activation across channels.
Accelerate time-to-value with proven accelerators, templates, and best practices tailored to your industry and maturity level.
Ensure privacy, compliance, and trust through robust data governance and consent management frameworks.

Our approach is grounded in a holistic, outcome-driven methodology:

Establish a North Star: Define your vision for customer experience and business outcomes—such as increased retention, higher lifetime value, or new revenue streams.
Inventory and Integrate Data: Unify data from all sources—internal and external—into the CDP, leveraging Epsilon’s identity solutions for enrichment and activation.
Prioritize High-Impact Use Cases: Focus on opportunities that deliver measurable ROI, such as personalized product recommendations, dynamic audience targeting, and cross-channel journey orchestration.
Activate and Measure: Orchestrate personalized experiences across MarTech and AdTech channels, and establish metrics to track engagement, conversion, and retention.
Iterate and Scale: Continuously refine your approach, leveraging analytics and AI to uncover new insights and optimize performance.

The Benefits of a Privacy-First, First-Party Data Strategy

Transitioning to a first-party data strategy is not just a compliance necessity—it’s a business imperative. Organizations that embrace this approach can expect:

Higher Revenues: Personalized engagement drives up to 15% higher revenues.
Increased Retention: Building trust and loyalty through relevant experiences results in up to 5x higher customer retention.
Lower Acquisition Costs: Leveraging first-party data and direct channels can reduce acquisition costs by up to 50%.
Future-Proofed Marketing: By owning and activating your own data, you are insulated from ongoing changes in the digital advertising ecosystem.

Real-World Impact: From Vision to Value

Organizations across industries are already realizing the benefits of bridging MarTech and AdTech with Salesforce CDP and Epsilon CORE ID. By unifying data, enriching customer profiles, and orchestrating cross-channel activation, they are delivering more relevant experiences, optimizing media spend, and driving measurable business outcomes—all while maintaining the highest standards of privacy and compliance.

Ready to Bridge the Gap?

The cookieless future is here, but it’s also an opportunity to build stronger, more trusted relationships with your customers. By unifying MarTech and AdTech data with Salesforce CDP, Epsilon’s identity solutions, and Publicis Sapient’s expertise, your organization can deliver precise targeting, robust measurement, and impactful activation—driving ROI and future-proofing your marketing strategy.

Connect with Publicis Sapient today to start your journey toward unified, privacy-first marketing in a cookieless world.