January 26, 2026Have you seen an ad recently where you thought, “How did they know I’ve been looking for this?”
Digital ads have gotten smarter and more personalized, thanks to better integrations with marketing systems and more advanced targeting options on digital advertising platforms.
Consumers today even like ads they see while they’re scrolling through TikTok or Instagram, precisely because they’re relevant. When you approach them right, ads help people find products they’ve been looking for or solve a problem they’ve been stuck on. Kantar’s Media Reactions 2025 report found that more than half of consumers (57%) have positive feelings about ads.
For B2C brands, digital ads are part of a personalized omnichannel marketing strategy that reaches customers across all the channels where they engage, with meaningful content, when they’re most active. WPP Media reports that advertising spend reached an estimated $1.14 trillion in 2025, and they predict that global advertising revenue will grow 7% in 2026.
With growing approval from consumers and massive investments from brands, B2C marketers need to make sure they’re using the best digital advertising platforms to get the best possible return on ad spend (ROAS).
Digital advertising platforms allow you to target specific audiences with sponsored ads in formats like images, videos, carousels, and stories. Many platforms have bid-based payment structures using cost per impression, cost per engagement, or cost per conversion.
By connecting your B2C CRM with your digital advertising platform, you can target your existing audience with ads, find new audiences that match the characteristics of your customers, and use customer data to personalize ads.
How do digital advertising platforms help marketers reach their goals?
When using a digital advertising platform, your goals should align with your bidding strategy.
Here are some of the most common goals marketers have for digital ads, and the recommended bidding strategy for each:
Increasing brand awareness: Optimize for impressions and reach.
Bringing in new subscribers: Optimize for sign-ups.
Driving engagement: Optimize for messages, video views, likes, comments or saves.
Generating sales: Optimize for conversions on your website.
After launching your ads, it’s best practice to continuously update your creative, targeting parameters, and audiences. This helps reduce your costs and improve performance, driving up your ROAS.
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AdRoll
AdRoll is an AI-powered connected advertising platform that helps businesses run multi-channel advertising campaigns across the whole marketing lifecycle.
To improve omnichannel marketing, Klaviyo’s AdRoll integration lets you import Klaviyo lists and segments into the platform, then retarget audiences across the web, connected TV (CTV), and social sites like Meta, TikTok, and Pinterest.
By connecting Klaviyo with AdRoll, you can also access performance metrics like ROAS and click rates, so you can optimize campaigns and get more out of your ad budget.
