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Adelaide martech firm Mortar AI unveils new marketing automation platform for small to medium-sized agencies

Adelaide-based marketing technology firm Mortar AI has unveiled a new version of its software as a service (SaaS) marketing automation platform, aimed at small to medium-sized marketing agencies.

Called Mortar Marketing, Mortar AI developed the platform with technology from Microsoft, Adform and LiveRamp to provide a suite of digital marketing tools to small to medium-sized agencies that do not have the resources to directly access programmatic trade desks and to first-party data.

The platform runs on Microsoft’s Azure cloud infrastructure and Databricks software, and features Adform’s programmatic marketing automation technology and LiveRamp’s data connectivity platform for identity strategies and first-party data purposes.

Mortar AI said the platform is aimed to help agencies focus on first-party data strategies amid the demise of third-party cookies, ongoing challenges with device identifiers and upcoming changes to privacy legislation to attract new clients, retain existing ones and drive revenue growth.

“We want to empower agencies to deliver greater revenue, customer loyalty, and acquisition through personalised, AI-driven, automated campaigns across digital channels for their clients,” Mortar AI co-founder Grant Baker said.

Mortar AI co-founder Nilan Mihindukulasooriya said: “Our goal is to democratise technology for all agencies, levelling the playing field so that they can compete with larger competitors and deliver better results for their clients. It’s a win-win for all.”

Mortar AI said the platform being on Databricks helps streamline data cleansing, enrichment, analysis and deployment of data engineering workflows. It also uses proprietary machine learning models to provide enriched data visualised in Mortar’s user portal, a unified customer view for agencies.

Adform’s technology also provides agencies with precise targeting and retargeting capabilities, supporting all industry-standard ad formats and omnichannel targeting across specific audiences. Clients can use either first-party look-a-like modelling, demographic or contextual targeting or purchase third-party audiences directly from the Mortar Marketing platform.

Adform ANZ country manager Amy Jansen-Flynn said: “Access to programmatic technology and compliant identity solutions will be integral to the ongoing success of small to medium media agencies.”

“We are thrilled to be partnering with Mortar AI and LiveRamp to bring an accessible solution to the market, enabling agencies of all sizes to leverage best in class capability. We are looking forward to continuing the growth of our ongoing partnership across APAC.”

LiveRamp’s technology allows Mortar’s platform to connect, unify, control and activate data across various channels and devices.

LiveRamp APAC chief operating officer Melanie Hoptman said: “Marketers should understand that the benefits of developing a robust, sustainable first-party strategy are more important to their long-term business health than simply addressing the deprecation of third-party cookies and device-based identifiers.

“Our expansive, data-rich network of top-quality partners like Adform helps us to enable the functionality the ecosystem demands.”

Mortar AI partnering with Microsoft also led to its selection for the Go Global program, a Microsoft and Austrade collaboration that helps Australian startups expand into the US.

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