"The reporting and analytics capabilities of an advertising platform is crucial, as companies are looking to ensure their advertising efforts are effective and are reaping the benefits of their investment. Beyond the basic measures such as click-through-rate and open rates, I believe it is important that an advertising platform has the ability to integrate a variety of data. This includes items such as geographic and demographic data for different advertising channels and data from different devices. This allows companies to better understand the customer journey. Based on my research, all of these capabilities are offered with Salesforce Marketing Cloud's advertising platform and much more, including the ability to evaluate advertising channels clients may not be currently advertising with."