What is an Advertising Data Infrastructure (ADI)?

An Advertising Data Infrastructure is a singular hub for all your PPC data. But unlike data pipelines or API integrations, your agency doesn’t have to manage and maintain an ADI.

An ADI unifies all of a PPC agency’s cross-channel advertising data in one place, stores it indefinitely, and makes it accessible to anyone the agency wishes. Team members and tools alike can access the data, analyze it, transform it, and push it back into the ad platforms to make PPC campaign optimizations.

Agencies don’t need fully-staffed engineering teams to maintain complex ad platform API integrations or to purchase costly "do-it-all" PPC management tools that only truly fulfill half of their requirements. Using an ADI simplifies the process of building custom tools and technology by simplifying PPC data management for agencies.

Digital advertisers have access to an unprecedented volume of data they can use to create and optimize hyper-targeted advertising campaigns. But with millions of data points tracked about people’s online behavior each day, simply aggregating all this data can be a challenge for many agencies and their clients.

Facing constant pressure from clients, competitors, and the ad platforms to deliver exceptional results, agencies are learning that capturing and reporting on PPC performance data isn’t enough. To truly capitalize, they need to identify what competitive advantages their agency has that drive results for their clients and build tools or solutions that enhance those.

This is why the Shape team didn’t want to just build another marketing data pipeline that put the onus on agencies to collect, normalize, and store all their PPC data. We built a foundation that allows digital agencies to focus on building and scaling their own solutions: Shape’s Advertising Data Infrastructure (ADI).

Shape’s ADI consists of three primary structures.

Thousands of data points from seven PPC ad platforms are accessible via a single API. But, the API doesn’t just allow you to export data wherever you need it. Because of the Shape API's two-way functionality, agencies can make programmatic changes to campaigns on anything from campaign daily budgets to keyword bids.

A PPC data warehouse allows businesses to aggregate, store, and access massive quantities of data from different advertising platforms in one place. Having all team members access the same cross-platform data can help reduce reporting and calculation errors and goes a long way toward democratizing data across the agency. Utilizing the process power and speed of Google BigQuery, ADI users can uncover value business insights in a matter of minutes across huge quantities of historical and current data.

An important part of the ADI is being able to leverage its capaibilities to feed data to tools your agency uses every day.

The Shape ADI connects with many major reporting and business intelligence tools loved by agencies. Data from the ADI can be easily added to Google Data Studio and Google Sheets. Or, layer complex data visualizations and reports on top of Shape’s multi-channel PPC data from tools such as Tableau or Domo.

Learn more about connectors:

• Google Data Studio
• Google BigQuery
• Google Sheets
• Business Intelligence Tools

• Overview
• Data Warehousing for Digital Agencies
• Two-Way Cross Channel PPC API