IBM Launches Digital Marketing Network, Offers Single Tag Integration With 100+ Vendor Partners


IBM Digital Marketing NetworkIBM has launched the cloud-based IBM Digital Marketing Network to give clients easy integration between more than 100 ad tech vendors. The network allows organizations to share analytics data with their other advertising and marketing solutions to inform media buys based on individual buyer behaviors in real-time.

The network harnesses Digital Data Exchange, IBM’s tag management solution, that enables marketers to use a single tag to relay information to all partner platforms. The single tag simplifies implementation and eliminates the weight of having multiple tags for each solution.

Craig Hayman, IBM’s general manager industry solutions said in a statement, “The IBM Digital Marketing Network eliminates the complexity and difficulty involved in placing third-party tags, enabling our clients to improve results, and personalize the digital customer experience in real-time.”

The network is part of IBM’s Smarter Commerce initiative. In the interface, marketers can link marketing services together in as few as two clicks. Dashboards are customized for mobile and ecommerce to give clients views into how campaigns are performing across paid, earned and owned channels.

Current clients include promotional business gifts site, which IBM cites as using the network to re-engage customers with display ads in real-time and learn more about onsite behaviors. Mark Pepin, vice president of global ecommerce at said the network “reduces the dependency on aligning multiple partners. It also improves the implementation time-lines of our digital efforts and we see the immediate impact and results.”

Partners include solutions from across the digital marketing spectrum including: ad networks such as Google and; DMPs like BlueKai and x+1; DSPs such as The Trade Desk and Turn; gamification, privacy management; search marketing platforms including Marin Software and DoubleClick Search; social engagement and loyalty services such as Bazaarvoice and CrowdTwist; as well as social media marketing and customer experience services such as Shoutlet and OpinionLab.

Network integrations are available immediately to IBM’s Digital Marketing Optimization users.

About The Author

Ginny Marvin is Third Door Media’s Associate Editor, assisting with the day to day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin writes about paid online marketing topics including paid search, paid social, display and retargeting for Search Engine Land and Marketing Land. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.



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