Salesforce Marketing Cloud Advertising Studio Sunset

Salesforce Marketing Cloud Advertising Studio is set to sunset by mid-2026, prompting users to explore alternative solutions for managing their advertising campaigns. This transition requires careful planning and understanding of the available options and the implications of migrating to new platforms.

Understanding Advertising Studio

Advertising Studio is a component of Salesforce Marketing Cloud, integrated with Journey Builder, and primarily used for connecting ad accounts across platforms like Facebook, Google Ads, X, Snapchat, Pinterest, and LinkedIn. It allows the creation of custom audiences for targeted advertising campaigns. However, the tool has seen minimal updates over the years, with no new features or destinations added recently.

Migration Path: Data Cloud Ad Audiences

Salesforce recommends transitioning to Data Cloud Ad Audiences, which involves licensing a Data Cloud instance. This solution supports destinations such as Meta, Google Ads, Snapchat, Amazon, and LinkedIn. Users will need to create segments in Data Cloud and push them to these destinations. The migration process involves setting up the Data Cloud instance, connecting and streaming customer data, and applying privacy filters for compliance.

Key Considerations for Migration

1. Data Cloud Setup: Establishing a Data Cloud instance requires mapping and standardizing customer data, performing identity resolution, and building audience segments.
2. Feature Parity: Not all destinations supported by Advertising Studio are available in Data Cloud Ad Audiences. Additionally, managing multiple business units may require additional data spaces.
3. Cost Implications: The economic model for Data Cloud Ad Audiences is based on active audiences, with potential additional costs for data cloud credits and data spaces.

Alternative Solutions

For those not opting for Data Cloud Ad Audiences, several alternatives exist:

• Cezium Ads: A competitor to Advertising Studio, available on the Salesforce AppExchange, offering similar functionalities with additional destinations like TikTok.
• Third-Party CDPs: Solutions like Segment, HighTouch, and Dinmo provide connectivity to various marketing and advertising destinations.

Preparing for Migration

Successful migration involves several steps:

1. Inventory Existing Audiences: Document all active audiences, their sources, refresh settings, and destinations.
2. Data Extension and Automation Mapping: Identify the source data extensions and automations used in Advertising Studio.
3. Business Process Adaptation: Update business processes to align with the new platform’s capabilities and workflows.
4. User Training and Change Management: Train users on the new platform and manage the transition to ensure minimal disruption.

Conclusion

The transition from Salesforce Marketing Cloud Advertising Studio to alternative solutions like Data Cloud Ad Audiences or third-party CDPs requires strategic planning and execution. By understanding the available options and preparing adequately, businesses can ensure a smooth migration process and continue to leverage targeted advertising campaigns effectively.

If you want to discuss your migration to Cezium Ads, please book a call!