Navigating the Future of Digital Advertising with Mortar AI: Embracing First-Party Data in a Programmatic World 


As we delve into 2024, the digital advertising landscape is significantly transforming. The deprecation of third-party cookies has brought first-party data to the forefront, reshaping strategies and practices. In this evolving scenario, programmatic advertising emerges as a key player. With its innovative SAAS platform, Mortar AI is leading this revolution by integrating a powerful customer data platform, advanced marketing automation, and full integration into the programmatic landscape. This integration is crucial for independent agencies leveraging first-party data to enhance client services. 

The Rise of Programmatic Advertising and the Shift from Third-Party Cookies 

Programmatic advertising, known for its efficiency and effectiveness, is redefining the approach to digital ads. It leverages automated systems for buying and placing ads, utilising data-driven strategies to ensure precise targeting and real-time optimisation. The decline of third-party cookies, a staple in digital marketing for years, has heightened the significance of first-party data, making programmatic advertising an even more valuable tool for advertisers and agencies. The Mortar AI platform is designed to capitalise on these developments, ensuring that agencies transition smoothly to a post-cookie era. 

Mortar AI: Pioneering First-Party Data Utilisation 

The shift towards first-party data is not merely a response to the demise of third-party cookies; it is a strategic move towards more personalised, efficient, and effective advertising. First-party data, collected directly from audiences, offers deeper insights into customer behaviour and preferences. Mortar AI’s platform enables businesses and agencies to: 

  • Enhance Campaign Efficiency: By leveraging first-party data, Mortar AI helps tailor campaigns that resonate more closely with the target audience, thus optimising ad spend. 
  • Create Lookalike Audiences: Utilising first-party data, Mortar AI can identify traits of high-value customers, enabling agencies to target similar prospects and expand their reach effectively. 
  • Navigate Post-Cookie Challenges: Mortar AI provides the tools and insights needed to adapt to the changing landscape, ensuring agencies and their clients stay ahead in the digital advertising game. 

Why Programmatic Advertising is Essential in 2024 

Programmatic advertising, with its real-time bidding and automated placement, offers numerous advantages: 

  • Time-Saving and Efficient: Eliminates manual negotiations and placements, streamlining the ad buying process. 
  • Advanced Targeting: Enables precise targeting based on comprehensive data analysis. 
  • Real-Time Adjustments: Offers the flexibility to modify campaigns on the fly for optimal performance. 
  • Cost-Effective: Ensures budgets are spent to reach the most relevant audience.
  • Broad Reach and Scalability: Extends the reach of campaigns across multiple platforms and sites. 
  • In-Depth Analytics: Provides valuable insights for continuous campaign improvement. 

Your Partner in the Programmatic Journey 

The convergence of programmatic advertising and the strategic use of first-party data marks a new era in digital marketing. Mortar AI stands at the vanguard of this evolution, offering a robust platform that empowers agencies and businesses to navigate these changes effectively. By partnering with Mortar AI, you gain access to advanced tools and expertise, ensuring your advertising strategies are current and future-proof. 

Take the Next Step with Mortar AI 

If this shift in the digital advertising landscape resonates with your agency’s challenges and goals, it’s time to explore how Mortar AI can propel your strategies forward. We invite you to discuss with our specialists how our platform can transform your approach to digital advertising in this new era. Book a call now and embark on a journey towards programmatic excellence with Mortar AI. 

Book a call with one of our experts today to learn how Mortar AI can supercharge your marketing campaigns and grow your business.