Martech and adtech continue their inexorable Big Smush™

You have first-party data on customers or prospects in your marketing cloud or marketing automation system — in this case, of course, Marketo. To drive prospects deeper into the funnel, and perhaps increase your share of wallet with existing customers, you add them to “AdRoll segments” that can be used target those users on any web property. Now you’re able to set up rules and classifications to deliver certain kinds of ads and content to those users wherever they go.
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"Marrying ad tech and martech will make life more fruitful for marketers,”
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The better data you inject into advertising campaigns, the better your results.
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This is not a secret. Facebook knows this, of course, which is why the world’s largest social network partnered with Marketo, Salesforce, Eloqua, Sailthru, and other marketing clouds and CRM systems with its “lead ads” product yesterday.
http://venturebeat.com/2015/10/08/martech-and-adtech-continue-their-inexorable-big-smush/