Digital Marketing Musings

This episode dives into the dos and don'ts of email deliverability. Gaia and Andreah are joined by Merkle's Tracy Davis, Director of Engineering for Marketing Campaign Platforms, and Philip Nawrocki, Manager of Non-Profit Digital Technology. Highlights include: • What is Apple's mail privacy protection? • How can you make sure your email ends up in the inbox, not spam? • Why should you never use image-only emails? • How can you practice good data hygiene? • Why should you work with your network team? Resources: • 4 Ways to Improve Email Deliverability (https://www.merkle.com/thought-leadership/white-papers/email-deliverability) • Top Email Marketing Trends for 2023 (https://email.uplers.com/infographics/email-marketing-trends/) • The Dynamic Duo: How Data and Technology are Transforming Personalization (https://www.merkle.com/blog/dynamic-duo-how-data-and-technology-are-transforming-personalization) • What's Holding Brands Back from Personalization? (https://www.merkle.com/blog/whats-holding-back-brands-personalization) • Implications of Apple's Mail Privacy Protection (MPP) (https://www.merkle.com/blog/implications-apples-mail-privacy-protection-mpp)

In this episode, Gaia and Andreah chat with Matt Bond, Senior VP of Print Production & Global Studio at Merkle about the future of direct mail. Highlights include: • Is direct mail dying? • What are the benefits and drawbacks of direct mail? • Why are creative and copy crucial to the direct mail experience? • How can brands ditch the siloed approach to digital and print engagement? • What's the difference between using traditional acquisition tactics and digital printing equipment? • Why should direct mail be a part of value touchpoints across the entire customer journey? Resources: • How a Modern Twist on Direct Mail Can Better Engage Customers (https://www.thedrum.com/profile/merkle/news/how-a-modern-twist-on-direct-mail-can-better-engage-customers) • The Forgotten Enabler of Online Personalization & Identity: Direct Mail (https://advertisingweek.com/the-forgotten-enabler-of-online-personalization-identity-direct-mail/) • A Direct Mail Fundraiser's Best Friend Just Might Be Digital (https://www.nonprofitpro.com/article/a-direct-mail-fundraisers-best-friend-just-might-be-digital/#ne=b30638c314425bd24582e8e03d188600&utm_source=nonprofit-pro-today&utm_medium=newsletter&utm_campaign=2021-06-22) • Why Direct Mail Still Matters in the Digital Age (https://thefinancialbrand.com/news/bank-onboarding/direct-mail-financial-marketer-digital-geo-targeting-millennial-93072/) • Infographic: Solving the CX Disconnect (https://www.merkle.com/thought-leadership/white-papers/infographic-solving-cx-disconnect)

Welcome to Season 3 of Digital Marketing Musings! Gaia and Andreah are joined by Merkle guest Gary Kagawa, VP Media Strategy. This first episode of the season discusses what trends are following us into 2023, and where digital marketing is headed this year. Highlights include: • How will economic uncertainty affect market spend? • What does the future of social commerce look like? • How are brands jumping into video? • Will TikTok be banned in the US? • Why is DEI and corporate responsibility more important than ever? Resources: • How to Maximize Tech Investments in an Inflation Economy (https://www.merkle.com/blog/how-maximize-tech-investments-inflation-economy) • Build Your Data-Led Inflation Strategy (https://www.merkle.com/thought-leadership/white-papers/build-your-data-led-inflation-strategy) • Performance Media Report, Q4 2022 (https://www.merkle.com/thought-leadership/white-papers/performance-media-report-q4-2022) • 2022 Retail Media Research Report (https://www.merkle.com/thought-leadership/white-papers/2022-retail-media-research-report) • Gaming Creative, Part 1 (https://www.merkle.com/thought-leadership/podcasts/digital-marketing-musings/creative-gaming-part-1) • The Dynamic Duo: How Data and Technology Are Transforming Personalization (https://www.merkle.com/blog/dynamic-duo-how-data-and-technology-are-transforming-personalization) • Could Generative AI Be the Answer to Making Content at Scale Possible? (https://www.merkle.com/blog/could-generative-ai-be-answer-making-content-scale-possible)

Welcome to another exciting season of Digital Marketing Musings with Gaia and Andreah. Stay tuned to dive into the latest trends and topics with us and our expert guests. Subscribe to be notified when new episodes drop!

This is Part 2 of our two attribution episodes and the final installment of season 2! Gaia and Andreah continue to chat with Merkle's Ilon Weeldreyer, Director, Performance Media, Steve Pomeroy, VP, Analytics, and Jason Meek, Marketing Analytics Professional about all things attribution. Highlights include: • What's the difference between deterministic and probabilistic reporting? • Why does Merkle value aggregate-level data modeling? • What is Merkle's Merkury identity resolution? • How do marketers know what attribution methods to apply when? • How should we optimize performance? • Why should you be strategic when you look at success KPIs? Resources: • Centralize Your Analytics and Get Solid Insights, Fast. (https://www.merkle.com/news-and-events/webinars/centralize-your-analytics-and-get-solid-insights-fast) • Marketing Mix Modeling (MMM) for B2B – A Primer (https://www.merkle.com/blog/marketing-mix-modeling-mmm-b2b-primer) • Information Design for Marketers: Making Your Data Stand Out with Preattentive Attributes (https://www.merkle.com/blog/information-design-marketers-making-your-data-stand-out-preattentive-attributes) • Digital Marketing Musings: Attribution Best Practices in 2023, Part 1 (https://www.merkle.com/thought-leadership/podcasts/digital-marketing-musings/attribution-best-practices-2023-part-1) • Merkury – Powered by Merkle (https://merkury.merkleinc.com/)

In Part 1 of our two Attribution episodes, Gaia and Andreah are joined by Merkle experts Ilon Weeldreyer, Director, Performance Media, Steve Pomeroy, VP, Analytics, and Jason Meek, Marketing Analytics Professional. The guests discuss the age-old problem of attribution and what it looks like today. Highlights include: • What is last-touch attribution? • What goes into choosing an attribution model? • How does attribution account for how long media is effective in the market? • Why do we work with all layers of attribution? • How can marketing and finance teams work better together? Resources: • Marketing Mix Modeling (MMM) for B2B – A Primer (https://www.merkle.com/blog/marketing-mix-modeling-mmm-b2b-primer) • What is the Real ROI of Attribution? (https://www.merkle.com/blog/what-real-roi-attribution) • How to Measure Digital Audiences and Media in the Cookieless Future (https://www.merkle.com/blog/how-measure-campaigns-cookieless-future) • The Inside Scoop: What We're Thinking About as MediaPost's Search/Performance Marketing Agency of the Year (https://www.merkle.com/blog/inside-scoop-what-were-thinking-about-mediaposts-searchperformance-marketing-agency-year) • How to Win at Customer Experience – Infographic (https://www.merkle.com/thought-leadership/white-papers/adobe-journey-customer-experience-infographic) • Powering Personalization at Scale with Adobe Customer Journey Analytics (https://www.merkle.com/thought-leadership/white-papers/powering-personalization-scale-adobe-customer-journey-analytics)

Gaia and Andreah are joined by Trevor Hadick, Director, Performance Media at Merkle, to discuss how the healthcare and pharmaceuticals industry plays into current market challenges and trends. Highlights include: • What is the healthcare “product”? • Who is the healthcare customer? • Why must healthcare brands measure and connect online and offline components? • Where do healthcare and nonprofit brands overlap? • How does HIPPA affect healthcare marketers? Resources: • Cancer Treatment Center of America Used Addressable TV to Deliver Critical Messaging to Patients (https://www.merkle.com/thought-leadership/case-studies/cancer-treatment-centers-americar-used-addressable-tv-deliver) • Performance Media Report, Q4 2022 (https://www.merkle.com/thought-leadership/white-papers/performance-media-report-q4-2022) • Healthcare Marketing Takeaways from DTC National (https://www.merkle.com/blog/healthcare-marketing-takeaways-dtc-national) • Meeting the Insurance Needs of Audiences Impacted by Inflation (https://www.merkle.com/blog/meeting-insurance-needs-audiences-impacted-inflation) • Ignite Your ABX (https://www.merkle.com/thought-leadership/white-papers/ignite-your-abx)

This episode explores user intent and digs into what matters most in moments of search. Gaia and Andreah are joined by Merkle experts Kacie Gaudiose, SEO Content Strategy Lead and Matt Mierzejewski, SVP Search Capability Lead. Highlights include: • What is the current state of SEO, SEM, and content strategy? • How is Merkle approaching user intent to inform content strategy? • What is Merkle Matrix? • How does Merkle Matrix identify the deeper meaning behind user data? • How can marketers put a face to the user behind the search bar? • Why is it important to understand how Google is responding to users? Resources: • Google's Helpful Content Update for SEO (https://www.merkle.com/blog/googles-helpful-content-update-seo) • How You Can Embrace Paid Search Automation to Maximize Outcomes (C:UsersmlrowlandDownloadsHow you can embrace paid search automation to maximize outcomes) • Advanced RSA Optimization and Why It's Necessary for Search Marketers (https://www.merkle.com/blog/advanced-rsa-optimization-and-why-its-necessary-search-marketers) • Q3 2022 Customer Engagement Report (https://www.merkle.com/thought-leadership/white-papers/customer-engagement-report-q3-2022) • Embracing Ethical AI (https://www.merkle.com/thought-leadership/white-papers/embracing-ethical-ai) • Q4 Performance Media Report (https://www.merkle.com/thought-leadership/performance-media-report) • Unlocking Customer Data: Important Lessons from Ecommerce Innovators (https://www.merkle.com/news-and-events/webinars/unlocking-customer-data-important-lessons-ecommerce-innovators)

Gaia and Andreah are joined by Merkle's Melissa Reilly, Associate Director, Marketing Communications, and Jane Yeo, Media Strategy Manger. The guests discuss insights and trends from the Q4 2022 Performance Media Report which surveyed 250 marketing decision-makers. Highlights include: • Why did CPC and CPM see less YoY growth this quarter? • How are ongoing trends going to impact brands in Q4? • Why are customers craving a frictionless holiday shopping experience? • What are the benefits of the shopping ad format? • What is out-of-home marketing? • Why should brands tighten up tech and data integrations? Resources: • Q4 2022 Performance Media Report (https://www.merkle.com/thought-leadership/performance-media-report) • 2022 Retail Media Research Report (https://www.merkle.com/thought-leadership/white-papers/2022-retail-media-research-report) • Meeting the Insurance Needs of Audiences Impacted by Inflation (https://www.merkle.com/blog/meeting-insurance-needs-audiences-impacted-inflation) • Last-Minute Engagement Promotions for the Holidays (https://www.merkle.com/blog/last-minute-engagement-promotions-holidays) • 2022 Holiday Preparation: Meeting Consumer Needs in an Uncertain World (https://www.merkle.com/blog/2022-holiday-preparation-meeting-customer-needs-uncertain-world) • Understand How Inflation Impacts Your Shoppers: Use Data to Customize Your Offers and Messaging (https://www.merkle.com/news-and-events/webinars/inflation-isnt-one-size-fits-all-using-data-speak-your-customers-language)

This episode features guests Megan Cameron, VP, Monetization Strategy, and Jeff Sevaldson, Director, New Stream Media. Listen to hear these experts chat with Gaia and Andreah about the selling side of retail media networks, growing to a $60 billion industry by 2024. Highlights include: • What are retail media networks? • How do retail media networks bring the shopper experience to life? • Why are retail media networks not just another shopper marketing tactic? • How can retail media networks strengthen retailer-brand relationships? • How can retailers expand relationships with endemic and nonendemic brands? Resources: • How Merkle's Megan Cameron is Giving Retail Media a Boost (https://adage.com/article/special-report-40-under-40/40-under-40-megan-cameron-vp-new-stream-media-merkle/2427616)– Ad Age, 40 Under 40 • 2022 Retail Media Research Report (https://www.merkle.com/thought-leadership/white-papers/2022-retail-media-research-report) • Merkle Research Highlights Ways for Retailers and Brands to Enhance the Shopper Journey through Retail Media Networks (https://www.merkle.com/news-and-events/press-releases/2022/merkle-research-highlights-ways-retailers-and-brands-enhance) • Adweek Commerce Week 2022: Takeaways for Brands, Retailers, Agencies, and Partners (https://www.merkle.com/blog/adweek-commerce-week-2022-takeaways-brands-retailers-agencies-and-partners) • Understanding Today's Market: CPG (https://www.merkle.com/thought-leadership/podcasts/digital-marketing-musings/understanding-todays-market-cpg)

In this episode, Gaia and Andreah are joined by two Merkle experts in telecommunication marketing, Suzy Jackson, Creative Director and Kristina Easter, Senior Creative Strategist. Listen in for insight into this innovative and evolving industry. Highlights include: • What is the telecom product? • Which wider market trends are impacting the industry? • How can telecom brands sell consumers on the idea of switching carriers? • What is the value in looking at loyalty from pre-pay and post-pay perspectives? • How are brands providing equity in the space? • Where do marketers draw the line in being responsible marketers, delivering relevant messages to consumer while respecting privacy? Resources: • Consumer Loyalty Trends to Watch that Make or Break Brand Relationships Webinar (https://www.merkle.com/news-and-events/webinars/consumer-loyalty-trends-watch-make-or-break-brand-relationships-webinar) • 2022 Performance Creative Storytelling Ebook (https://www.merkle.com/thought-leadership/white-papers/2022-performance-creative-storytelling-ebook) • Embracing Ethical AI (https://www.merkle.com/thought-leadership/white-papers/embracing-ethical-ai) • Break the Barriers to Connected CX: Five ways to close the gap between data and experience (https://www.merkle.com/thought-leadership/white-papers/break-barriers-connected-cx-five-ways-close-gap-between-data-and) • How to Inject Humanity into B2B Marketing (https://www.merkle.com/blog/how-inject-humanity-b2b-marketing)

In this episode, Gaia and Andreah discuss how marketers should approach ethical AI and machine learning with Merkle's Shirli Zelcer, Global Head of Analytics and Kirt Morris, Global Chief Equity Officer. Highlights include: • How have AI and machine learning changed over the years? • What are the top AI applications in marketing? • Why is transparency so important? • Who decides what is ethical AI in today's market? • What does responsible AI legislation look like in 2022? • Why should businesses be assessing their marketing programs and conducting audits on how AI and machine learning inform decision-making? Resources: • Embracing Ethical AI (https://www.merkle.com/thought-leadership/white-papers/embracing-ethical-ai) • How to Start Using Ethical AI Today – A CMO's Guide (https://www.merkle.com/blog/how-start-using-ethical-ai-today-cmos-guide) • The Components You Need in a Connected Identity Platform (https://www.merkle.com/blog/components-you-need-connected-identity-platform) • Break the Barriers to Connected CX (https://www.merkle.com/thought-leadership/white-papers/break-barriers-connected-cx-five-ways-close-gap-between-data-and) • Trust Building: 3 top tips for better AI-powered experiences in ecommerce (https://venturebeat.com/ai/trust-building-3-top-tips-for-better-ai-powered-experiences-in-ecommerce/) – VentureBeat • Maximize Machine Learning with Google Analytics 4 (https://technologyadvice.com/blog/business-intelligence/maximize-machine-learning-with-google-analytics-4/) – TechnologyAdvice

Gaia and Andreah chat with Merkle retail media experts Leah Key, Performance Media VP and Mika Takahashi, eRetail Director. This episode dives into today's consumer packaged goods (CPG) market. Highlights include: • How does marketing for CPG differ from other industries? • Why must marketers be reactive in this dynamic, changing market? • How do CPG marketers approach engagement? • What is cobranding, and how is it changing the CPG game? • Why do marketers need to keep up with the latest shopping trends and follow a customer's entire path to purchase? • What are the benefits of working with retail media networks? Resources: • The Evolution of E-Retail (https://www.merkle.com/thought-leadership/white-papers/evolution-e-retail) • The 2022 Holiday Preparation Playbook (https://www.merkle.com/thought-leadership/white-papers/2022-holiday-preparation-playbook) • Digitizing the In-Store Shopping Experience (https://www.merkle.com/thought-leadership/white-papers/digitizing-the-in-store-shopping-experience) • Adweek Commerce Week 2022: Takeaways for Brands, Retailers, Agencies, and Partners (https://www.merkle.com/blog/adweek-commerce-week-2022-takeaways-brands-retailers-agencies-and-partners)

In this episode, Gaia and Andreah discuss B2B basics with Merkle experts David Charles, VP, Customer Strategy, and Brent Walter, Sr. Director, Customer Strategy. Listen in for current B2B market challenges and insights. Highlights include: • How do B2C and B2B prospects differ? • Why is a 401k a B2B product? • When it comes to messaging, how do marketing and sales interplay? • How does Merkle approach B2B engagement from a marketing perspective? • What are the differences in marketing plans between B2C and B2B? • What impact is inflation, privacy changes, policy changes, and supply chain effects having on B2B? Resources: • Push the B2B Boundaries Report (https://www.merkle.com/thought-leadership/white-papers/push-b2b-boundaries) • Curating Data for Effective B2B Marketing (https://www.merkle.com/blog/curating-data-effective-b2b-marketing) • Setting the Analytics Stagy for Tomorrow's B2B Buyers (https://www.merkle.com/blog/setting-analytics-stage-tomorrows-b2b-buyers) • Performance Media Report, Q3 2022 (https://www.merkle.com/thought-leadership/performance-media-report-q3-2022) • Avoiding Webinar Fatigue in Your B2B Marketing Strategy (https://www.merkle.com/blog/avoiding-webinar-fatigue-your-b2b-marketing-strategy) • Gold Standard Guide to Maximizing Marketo Engage Report (https://www.merkle.com/thought-leadership/white-papers/gold-standard-guide-maximizing-marketo-engage)

In this episode, Gaia and Andreah are joined by Christy McWilliams, VP, Customer Strategy at Merkle and Rick Gentry, Director, Client Strategy at Merkle. These nonprofit and fundraising experts dive into best practices for building a relevant and successful nonprofit marketing strategy today. Listen for these highlights: • What unique challenges are nonprofit marketers facing right now? • Why are nonprofits rated by third parties, and how does this affect consumer behavior? • How does the nonprofit business model differ from other industries? • What are top nonprofits doing to evolve in the current economic market? • How are inflation, supply chain disruptions, and COVID-19 affecting nonprofit growth and marketing? • How can we put philanthropy front and center for future generations of donors? Resources: • Three Components of the Nonprofit Tech Stack (https://www.merkleinc.com/thought-leadership/white-papers/three-components-nonprofit-tech-stack) • How to Build a Better Data Strategy (https://www.merkleinc.com/blog/how-build-better-data-strategy) • How Virtual Events Drive Tangible Results for Nonprofits (https://www.merkleinc.com/blog/how-virtual-events-drive-tangible-results-nonprofits) • Performance Media Report, Q3 2022 (https://www.merkleinc.com/thought-leadership/performance-media-report-q3-2022) • 40 Over 40 Award by Pursuant (https://info.pursuant.com/40-over-40-recipients)

In this episode, guests Andrew and Nick chat with Gaia and Andreah about the marketing implications of the latest iteration of Google Analytics, GA4. Nick Iyengar is the VP of Analytics at Merkle | Cardinal Path, and Andrew Stark is a manager of the Technology Strategy team at Merkle. Listen for these highlights: • Why is GA4 being launched now? • What are the benefits to starting your GA4 migration earlier? • Why should marketers build historical data with GA4? • How can Google Signals improve accuracy and identity resolution? • What's the difference between observable and unobservable data with the model approach? • Why are CDPs (Customer Data Platforms) becoming leaders within the digital identity space? Resources: • Intro to GA4: Universal Analytics Versus GA4 (https://www.merkleinc.com/emea/blog/intro-ga4-universal-analytics-versus-ga4) • GA4 Ask Me Anything Webinar (https://www.merkleinc.com/news-and-events/webinars/ga4-ask-me-anything-webinar) • How to Build Your Google Analytics 4 Adoption Roadmap (https://www.merkleinc.com/news-and-events/webinars/ga4-adoption) • Maximizing Google Analytics 4 Integrations (https://www.merkleinc.com/news-and-events/webinars/ga4-integrations) • GA4 Exploration Module Overview (https://www.merkleinc.com/news-and-events/webinars/ga4-exploration-module-overview) • Marketers Are Prioritizing Analytics and Creative More This Year – Here's Why (https://www.merkleinc.com/blog/marketers-are-prioritizing-analytics-and-creative-more-year-heres-why) • Google Announces Deprecation of Universal Analytics (https://merkleinc-my.sharepoint.com/personal/aschliesmann_merkleinc_com/Documents/Misc Copy/Podcasts/•%09https:/www.cardinalpath.com/blog/google-announces-deprecation-of-universal-analytics) – Blog by Nick Iyengar • Google Analytics 4 Won't Support IP Addresses. Now What? (https://www.merkleinc.com/blog/google-analytics-4-wont-support-ip-addresses-now-what) – Blog by Andrew Stark

In this episode, Gaia and Andreah are joined by Merkle experts, Melissa Reilly, Associate Director, Marketing Communications, and Rachel Monfre, Director, Digital Strategy. Together, Melissa and Rachel chat through insights from Merkle's Performance Media Report and media strategy research. Their experience in performance marketing and client work across verticals shines as they share marketing trends and explore how consumers are looking for authentic engagement. Highlights include: • How has machine learning and automation improved marketing strategy? • Why is privacy a complicated topic for advertisers and consumers? • What can brands do to respond to impending and current privacy initiatives? • How is inflation affecting consumer sentiment? • Is your value messaging and creative truly connecting with customers? • How are brands like Facebook, Google, Paramount, and Audible responding to shifts in consumer behavior? Resources: • Performance Media Report, Q3 2022 (https://www.merkleinc.com/thought-leadership/performance-media-report-q3-2022) • Understanding Inflation's Impact Across Generations (https://www.merkleinc.com/blog/understanding-inflations-impact-across-generations) • How is Inflation Affecting Brand Loyalty? (https://www.merkleinc.com/thought-leadership/podcasts/digital-marketing-musings/how-inflation-affecting-brand-loyalty) • Marketers Are Prioritizing Analytics and Creative More This Year – Here's Why (https://www.merkleinc.com/blog/marketers-are-prioritizing-analytics-and-creative-more-year-heres-why) • Aligning Data Strategies by Treating Experiences Like Products (https://www.thedrum.com/profile/merkle/news/aligning-data-strategies-by-treating-experiences-like-products) – The Drum

This is part 2 of Gaming Creative, where guests Dave Meeker, Head of Design & Innovation Practice for Dentsu Creative Service Line, and Zach Debord, Executive Innovation Director for Isobar U.S., continue to talk with Gaia about the future of storytelling and gaming. With more than 30 years of experience between them, Dave and Zach explore how artificial intelligence (AI) and personalization with gaming can play into the commerce experience, from digital 3D try-ons to customized commercials. Get answers to questions like: • How has the digital customer experience evolved over the last 20 years? • Why must privacy encryption rise to the challenge of the evolution of data? • What about product interaction is meaningful to consumers? • How can gaming allow storytelling to take on a whole new role in CX? • Why shouldn't businesses jump into gaming creative with both feet? Resources: • Three Reasons Ethical AI Needs to Be On Your Roadmap (https://www.merkleinc.com/blog/three-reasons-ethical-ai-needs-be-your-roadmap) • Get to Know Reverse ETL: A Modern Way to Activate Your Customer Data (https://www.merkleinc.com/blog/get-know-reverse-etl-modern-way-activate-your-customer-data) • Simplifying Data Collection with Adobe Web SDK (https://www.merkleinc.com/blog/simplifying-data-collection-adobe-web-sdk) • Aligning Data Strategies by Treating Experiences Like Products (https://www.thedrum.com/profile/merkle/news/aligning-data-strategies-by-treating-experiences-like-products) – The Drum • Are You Ready for the ‘Digital Genesis'? (https://www.forbes.com/sites/forbesagencycouncil/2022/06/08/are-you-ready-for-the-digital-genesis/?utm_content=210816073&utm_medium=social&utm_source=linkedin&hss_channel=lcp-11076326&sh=676f2cc87a19) – Forbes Listen to Gaming Creative, Part 1 here (https://www.merkleinc.com/thought-leadership/podcasts/digital-marketing-musings/creative-gaming-part-1).

In part 1 of Gaming Creative, Gaia and Andreah interview Dave Meeker, Head of Design & Innovation Practice for Dentsu Creative Service Line and Zach Debord, Executive Innovation Director for Isobar U.S. These gaming creative experts help brands navigate the ecosystem of virtual production – building exceptional experiences for clients from virtual breweries to VR music videos. Listen for a dynamic conversation on the future of reality + virtual content. Highlights include: • How have marketing-based games changed over time? • What's new with commerce and gaming? • When is the new wave of immersive technology coming? • Why do brands need to know their best channels to invest in? • How are games and movie making converging? Resources: • How Marketers Can Fully Leverage the Power of Video (https://www.merkleinc.com/blog/how-marketers-can-fully-leverage-power-video) • Rebuilding Your Digital Messaging Strategy (https://www.merkleinc.com/thought-leadership/white-papers/rebuilding-your-digital-messaging-strategy) • What is Ethical AI? (https://www.merkleinc.com/blog/what-ethical-ai-0) • 3 Ways to Digitize the In-Store Shopping Experience (https://www.merkleinc.com/blog/3-ways-digitize-store-shopping-experience) • Q1 2022 Digital Marketing Report (https://www.merkleinc.com/thought-leadership/digital-marketing-report) • An Introduction to Blockchain, the Future of Web 3.0 Marketing (https://advertisingweek.com/an-introduction-to-blockchain-the-future-of-web-3-0-marketing/) – Advertising Week

In this episode, Gaia and Andreah talk inflation with Chris Wayman, promotion, loyalty & messaging business leader at Merkle, and Michela Baxter, a Merkle Commerce & Experience team VP. Our guests ask the question, why is this inflationary period the perfect time to build value-based bonds with consumers? Listen to find out how inflation is affecting your customers. Highlights include: • Which world events are currently affecting inflation? • How is inflation affecting brand loyalty? • Why should transparency be a top concern for brands? • What can your brand be doing to support your customers? • Why are promotions and loyalty programs important right now? • How will Web3 and new privacy regulations affect loyalty efforts? Resources: • Inflation Resilience Dashboard (https://www.merkleinc.com/thought-leadership/white-papers/inflation-resilience-dashboard) • What Marketers Want and How Promotions Can Help (https://www.merkleinc.com/blog/what-marketers-want-how-promotions-can-help) • 7 Reasons CMOs Care About Promotions (https://www.merkleinc.com/blog/what-marketers-want-how-promotions-can-help) • 3 Levels for Reaching Today's Consumers with Your Messaging Strategy (https://www.merkleinc.com/blog/what-marketers-want-how-promotions-can-help) • Who Eats the Cost of High Food? (https://www.npr.org/2022/04/12/1092447326/who-eats-the-cost-of-higher-food-prices) – NPR (Article mentioned at 7:30) • Celebrate Plant Earth with New Starbucks Earth Month Game, Odyssey Blend, and Merchandise (https://stories.starbucks.com/press/2021/celebrate-planet-earth-with-new-starbucks-earth-month-game-odyssey-blend-and-merchandise/) – Starbucks (Promotion mentioned at 13:25)

The gaming series continues as Gaia and Andreah interview Mike Liu, Head of Innovation at dentsu, and Kevin Villatoro, a Web 3.0 subject matter expert with Global Partnerships at dentsu. Listen to learn what a non-fungible token (NFT) is and why they matter. Highlights include: • Why should marketers and brands care about NFTs? • What is a smart contract? • How do you know how much an NFT is worth? • Why should brands use NFTs to reward loyal customers with exclusive opportunities? • How can brands use NFTs to bridge their physical and digital presence? Resources: • NFTs Beyond the Hype: How to Put Non-Fungible Tokens to Work for Your Brand (https://www.merkleinc.com/blog/nfts-beyond-hype-how-put-non-fungible-tokens-work-your-brand) • What the Metaverse Means for B2B Companies (https://www.inc.com/sarah-dougherty/what-metaverse-means-for-b2b-companies.html) – Inc. • How Will the Metaverse Fortify Customer Journey Analytics? (https://advertisingweek.com/how-will-the-metaverse-fortify-customer-journey-analytics/) – Advertising Week • What Do Consumers Think About Personalized Experiences? (https://www.merkleinc.com/blog/what-do-consumers-think-about-personalized-experiences) • Digital Marketing Musings: The Evolution of Web 3.0 & the Metaverse, Part 2 (https://www.merkleinc.com/thought-leadership/podcasts/digital-marketing-musings/evolution-web-30-metaverse-part-2)

In part 2 of The Evolution of Web 3.0 & the Metaverse, Gaia Read and Andreah McCartney meet again with Sergio Barrientos, SVP Cultural Fluency, and Mike Liu, Head of Innovation at dentsu, to discuss how brands should approach digital transformation and the metaverse. Highlights include: • The principle of Web 3.0: new ways for us to connect • Why brands need to provide value to enter the space • The different levels of immersion in the metaverse • How brands should approach digital opportunities Resources: • What the Metaverse Means for B2B Companies (https://www.inc.com/sarah-dougherty/what-metaverse-means-for-b2b-companies.html)– Inc. • Engaging Gamified Experiences Begin with Emotions (https://advertisingweek.com/engaging-gamified-experiences-begins-with-emotion/) – Advertising Week • NFTs Beyond the Hype: How to Put Non-Fungible Tokens to Work for Your Brand (https://www.merkleinc.com/blog/nfts-beyond-hype-how-put-non-fungible-tokens-work-your-brand) – Merkle • Digital Marketing Musings: The Evolution of Web 3.0 & the Metaverse, Part 1 (https://www.merkleinc.com/thought-leadership/podcasts/digital-marketing-musings/evolution-web-30-metaverse-part-1)

In this episode, Sergio Barrientos, SVP Cultural Fluency at dentsu, and Michael Liu, Head of Innovation at dentsu, join Gaia Read and Andreah McCartney to discuss the evolution of Web 3.0 and what the future has in store. Highlights include: * User ownership in the Metaverse * The promises and goals of Web 3.0 * New ways of thinking for brands with Web 3.0 * Reshaping the current infrastructure of the internet * The value of NFTs * Blockchain and consumer privacy Resources: * Report: Q2 2022 Media Insights Report (https://www.merkleinc.com/thought-leadership/white-papers/q2-2022-media-insights-report) * Articles: * Will the metaverse revolutionize customer experiences? (https://www.thedrum.com/opinion/2022/03/18/will-the-metaverse-revolutionize-customer-experiences)– The Drum * How will the metaverse fortify customer journey analytics? (https://advertisingweek.com/how-will-the-metaverse-fortify-customer-journey-analytics/) – Advertising Week * Why B2B marketers must attack the metaverse right now (https://www.thedrum.com/news/2022/01/21/why-b2b-marketers-must-attack-the-metaverse-right-now) – The Drum

In this episode, Gaia and Andreah chat with Neal Pedersen, Director of Strategy, MKTG Canada and Alex Li, Strategist, MKTG about the ins and outs of brands' place in esports from sponsorship to advertising. As experts in the union of esports and marketing, Neal and Alex will discuss: • The difference between esports and gaming • Why brands don't have to be endemic to be powerful players • The power of the younger esports audience and the next generation of consumers • Why brands don't have to improve gameplay with messaging • How esports leagues are created and function • The different ways brands can get involved with esports teams • How brands can build a deeper connection with esports fans

Gaia and Andreah are joined by Associate Director of Marketing Communications Melissa Reilly and Associate Director of Digital Strategy Rachel Monfre in this episode as they discuss Merkle's Q4 Digital Marketing Report and Q2 Media Insights Report. Listen to learn more about navigating these insights and trends: • Year over year changes in holiday shopping, travel, and CPC and CPM • Growth in Q4 with Tik Tok and streaming • Supply chain challenges • Predictions for summer travel in 2022 • Personalization with third-party cookie deprecation • Influencer marketing Resources: • Whitepaper: Q4 2021 Digital Marketing Report (https://www.merkleinc.com/thought-leadership/digital-marketing-report) • Blog: Why Didn't CPC and CPM Growth in Digital Marketing Keep Pace in Q4? (https://www.merkleinc.com/blog/why-didnt-cpc-and-cpm-growth-keep-pace-q4)

In this episode, Gaia and Andreah talk about the broad spectrum of gaming opportunities for brands with Sarah Stringer, EVP of US Media Partnerships at dentsu and Tommy Huthansel, Solutions Development Director with the newly launched dentsu gaming. From candy to toilet paper, listen for examples of how brands have done well breaking into the gaming sphere. This episode discusses: • Gaming across generations • Creating an authentic presence for your audience • Turnkey ways for brands to get involved • Brand safety and content suitability • Luxury and accessibility Resources: • Webpage: dentsu gaming (https://www.dentsu.com/gaming) • Podcast episode: Using Gamification to Drive User Engagement (https://www.merkleinc.com/thought-leadership/podcasts/digital-marketing-musings/using-gamification-drive-user-engagement) • Article: What Advertisers Stepping Into the Gaming Arena Should Know (https://www.marketingdive.com/news/what-advertisers-stepping-into-the-gaming-arena-should-know/597207/)

In this episode, Gaia and Andreah chat with Merkle's Michela Baxter, Senior Director of Experience & Commerce, to understand gamification and its essential role in customer loyalty strategies. This episode tackles questions that include: • What is gamification? • What elements drive engagement, and how can brands incorporate them? • How do game mechanics interact with engagement drivers to achieve positive outcomes? • Why is gamification important for brands facing the deprecation of third-party cookies? Resources: • Blog post: Two Key Elements of a Gamified Experience (https://www.merkleinc.com/blog/two-key-elements-gamified-experience) • Whitepaper: Two Essential Elements of a Gamified Experience (https://www.merkleinc.com/thought-leadership/white-papers/two-essential-elements-gamified-experience) • Podcast: Get Personal with Email Marketing Strategy (https://www.merkleinc.com/thought-leadership/podcasts/get-personal-email-marketing-strategy)

In this episode, Gaia and Andreah meet with Carly French and Phil Marsalona from Merkle's technology strategy team to dig into the impact of digital privacy changes in email on the entire marketing ecosystem. This episode tackles questions that include: • What are the “hide my email” and mail privacy protection updates? • How do these changes impact campaign measurement and optimization? • How can marketers adjust their email strategy to thrive in this new environment? Resources: • Blog post: What is Apple's New “Hide My Email” Feature? (https://www.merkleinc.com/blog/what-apples-new-hide-my-email-feature) • Blog post: Implications of Apple's Mail Privacy Protection (MPP) (https://www.merkleinc.com/blog/implications-apples-mail-privacy-protection-mpp) • Podcast: Get Personal with Email Marketing Strategy (https://www.merkleinc.com/thought-leadership/podcasts/get-personal-email-marketing-strategy)

In this episode, Gaia and Andreah chat about the fundamentals of email marketing with Sara Caldwell, Senior Relationship Strategist for DEG Digital, a Merkle company. This episode tackles questions such as: * What is email marketing? * How can brands best manage their email programs? * What are the most important KPIs for email management? * Is email dead? * How can other channels successfully work alongside email?

In this can't-miss episode, a panel of Merkle experts spoke with Gaia and Andreah to share predictions for what's to come in digital marketing for 2022. Listen in to hear takes from Matt Mierzejewski, SVP Search Capability Lead; Alexis Sanders, Director of SEO; Ilon Weeldreyer, Director of Performance Media; and Eva Johnson, Senior Director of Marketing. Predictions in this episode touch on topics like: • How brands will build an infrastructure for success in SEO. • The impact of measurement changes on budget allocations in display and paid social. • How SEM practitioners will rework their account management approach with increased Google automation. • Impending identity crises for brands adjusting to new customer experience expectations. Resources: • Whitepaper: Q3 2021 Digital Marketing Report (https://www.merkleinc.com/thought-leadership/digital-marketing-report/digital-marketing-report-q3-2021) • Podcast episode: Supply Chain Woes and How to Pivot in Digital (https://www.merkleinc.com/thought-leadership/podcasts/digital-marketing-musings/supply-chain-woes-and-how-pivot-digital) NOTE: After recording this podcast, Peloton pulled the ad discussed on 12/16, days after it aired, due to allegations against an actor in the commercial.

Gaia and Andreah are back for season 2 of Digital Marketing Musings, with exciting shows planned on hot topics like TikTok, apps, privacy, and more. Hit subscribe to catch every episode of the new season!

As the year wraps up, we're reflecting on last quarter and preparing for what's to come in 2022. Kristina Venieri, Director of Media Strategy, and Melissa Reilly, Associate Director of Marketing Communications, joined Gaia and Andreah to recap digital performance from Q3 and discuss media trends marketers should consider for their Q1 2022 strategy. Topics in this episode include: • COVID-19's continued impact on digital media KPIs. • Generation Alpha and its influence on household purchasing decisions. • The impact of digital privacy on media – both past and future. Resources: • Q3 2021 Digital Marketing Report (https://www.merkleinc.com/thought-leadership/digital-marketing-report) • Q1 2022 Media Insights Report (https://www.merkleinc.com/thought-leadership/media-insights-report)

Digital PR is a newer area of marketing that generates earned online coverage and, through that coverage, links from authoritative websites. Chloe Hutchinson and Ellie Hearn from denstu international's digital PR team joined Gaia and Andreah to discuss the latest in the field and the benefits of a strong digital PR strategy. In this episode, you'll learn: * How digital PR can elevate organic search rankings * The differences between digital PR, traditional PR, and link building * Considerations for what level of digital PR activity makes sense for a given brand Resources: * Podcast: Link Building for Success in SEO (https://www.merkleinc.com/thought-leadership/podcasts/digital-marketing-musings/link-building-success-seo)

Privacy changes continue to be an important part of planning conversations across digital channels. Andreah and Gaia once again spoke with Merkle's Ilon Weeldreyer, Director of Performance Media, to hear about the latest in digital privacy and discuss 2022 priorities for brands preparing for cookie deprecation. In this episode, you'll learn about: • What's changed since Ilon last joined the podcast in April • The impacts of Apple's App Tracking Transparency on Facebook advertising • What advertisers should do to prepare for cookie deprecation Resources: • The first (https://www.merkleinc.com/thought-leadership/podcasts/digital-marketing-musings/what-cookieless-future-changes-website) and second (https://www.merkleinc.com/thought-leadership/podcasts/digital-marketing-musings/advertising-cookieless-world-changes-website) episodes of the cookieless future series • Blog: How Marketers Can Navigate Identity Resolution (https://www.merkleinc.com/blog/how-marketers-can-navigate-identity-resolution) • Blog: What is Apple's New "Hide My Email" Feature? (https://www.merkleinc.com/blog/what-apples-new-hide-my-email-feature) • Blog: Implications of Apple's Mail Privacy Protection (MPP) (https://www.merkleinc.com/blog/implications-apples-mail-privacy-protection-mpp)

Supply chain challenges are disrupting logistics and inventory for brands across retail. Andreah and Gaia spoke with Merkle's Marion Gendron, Senior Manager of SEM, to understand how paid media fits into the puzzle and discuss opportunities for marketers to adapt. In this episode, you'll learn about: • How supply chain issues affect paid media • Ways that brands can adjust their media approach for holiday • Strategies for turning these challenges into an opportunity

Historically, link building has been a much-maligned area of SEO due to sites buying links instead of earning them. However, when done correctly, link building is a great way to gain visibility for your site. Gaia and Andreah met with Merkle SEO managers Erik Beatty and Adam Gallegos to learn more about how link building works and strategies brands can employ. In this episode, you'll learn about: • What link building is • The role that digital PR plays in link building • What types of content work best for link building

After spending much of 2020 away from others, Americans are eager to continue traveling through the holiday season. What travel trends should marketers expect to see through the end of 2021 and beyond? Gaia and Andreah spoke with Stacy Campbell from Kimpton Hotels and Merkle's Vanessa Cooper and Alissa Lisi to discuss important digital marketing considerations for travel brands in Q4. In this episode, you'll learn: • Where travelers are going for leisure trips • What travel options are top-of-mind for consumers • How COVID-19 is impacting customers' approaches to bookings • The differences in trips across segments within business travel Resources: • Blog: The Travel Industry's Reemergence (https://www.merkleinc.com/blog/entering-spotlight-travel-industrys-reemergence-and-how-marketers-can-capitalize) • Podcast: Travel Trends on the Road to Recovery (https://www.merkleinc.com/thought-leadership/podcasts/digital-marketing-musings/travel-marketing-new-normal-whats-trending)

As we enter the final quarter of 2021, marketers must monitor the evolving pandemic and how it continues to impact consumer behavior. What do customers care about most right now and how can marketers capitalize on those trends? Andreah and Gaia chat with experts Rachel Monfre and Jennifer Mandeville to discuss digital strategies to adapt to changing consumer needs and expectations. In this episode, you'll learn about: • A consumer priority reset, with a greater focus on wellness and sustainability • The upcoming holiday season and what to expect for gifting, shopping, and travel • The TV streaming wars and new ways for brands to reach their audiences • Opportunities with apps and the nuances across different age groups Resources • Report: Q4 2021 Media Insights Report (https://www2.merkleinc.com/l/47252/2021-09-28/8r4ygj) • Webinar: Media Insights Report Q4 2021: Trends and Strategies for the Next Quarter (https://www.merkleinc.com/news-and-events/webinars/media-insights-report-q4-2021-trends-and-strategies-next-quarter)

Effective reporting is critical for gauging the success of digital marketing efforts. What tools exist for advertisers and how should companies use them? Andreah and Gaia chat with experts Mike Anderson and Colin Richard about the ins and outs of data visualization. In this episode, you'll learn about: * The key components of effective reporting * Various data visualization platforms and their pros and cons * How to decide which platform is right for you * How you can improve your current reporting, regardless of what platform you use Resources: * Vlog: How to Measure Digital Audiences and Media in the Cookieless Future (https://www.merkleinc.com/blog/how-measure-campaigns-cookieless-future) * On-demand webinar: Awesome Insights from Bad Data: How to Create the Right Reports (https://www.merkleinc.com/news-and-events/webinars/awesome-insights-bad-data-how-create-right-reports) * The Complete Customer Journey Analytics Handbook (https://www.merkleinc.com/thought-leadership/white-papers/complete-customer-journey-analytics-handbook)

Every holiday season presents its own challenges for retailers, but this year is especially unpredictable. How will the continuing pandemic impact habits and routines during the holidays? What should retailers focus on to meet customers where they are? Jenn Horner from DEG joins Andreah and Gaia to discuss trends for this holiday season surrounding social commerce, loyalty, payment plans, and more, and what advertisers should think about to engage shoppers across the customer journey. Listeners will learn about: * The disruption of social commerce * COVID's potential impact on the holiday season * Consumer behaviors, like growth in payment plans, that should inform retail strategies * Loyalty and audience targeting opportunities, knowing that third-party cookies are on their way out Resources * The 2021 Holiday Preparation Playbook (https://www.merkleinc.com/thought-leadership/white-papers/2021-holiday-preparation-playbook) * Webinar on-demand: The Trends Driving Holiday 2021 Success (https://www.merkleinc.com/news-and-events/webinars/trends-driving-holiday-2021-success) * Cross-Channel Strategies to Prepare for the Holiday Season (https://www.merkleinc.com/blog/preparing-holiday-2021-season)

What were the top digital media trends in Q2 of 2021? From paid search to Amazon and more, Gaia and Andreah connect with Merkle digital advertising expert Marion Gendron to learn more about these top trends and take a deeper dive into what organizations need to understand about these changes. Find out which areas for Google, Instagram, and others ramped up and what industries saw the most positive rebound. Listeners will learn about: • Year over year performance across channels • How Prime Day moving to June impacted Amazon performance • Industry-level insights in paid search and organic search • Spend shifts across paid social platforms Resources • Q2 2021 Digital Marketing Report (https://www2.merkleinc.com/l/47252/2021-08-19/8qnjq5)

Digital marketing within the financial services industry requires unique strategies for targeting consumers, complying with legal requirements, managing brand reputation, and more. Gaia and Andreah dive into these best practices with Merkle experts Chris Lawson, senior manager of paid search; Dan Kuzio, senior manager of media; and Libby Knowles, senior specialist of SEO. Topics of discussion include: • Differences in advertising between financial services and other verticals • Considerations for targeting consumers and combating competition • How to manage brand reputation in financial services • The pandemic's effect on the industry

The topic of audience identification typically emphasizes paid media conversion. However, looking at SEO data can really be a benefit to solving the puzzle. Gaia and Andrea look at audience development through the SEO-first lens with Merkle guests Kacie Gaudiose, SEO strategy content lead; Jen DeGiovanni, senior director of client strategy; and Evan Nicholson, senior director of digital experience. Topics of discussion • How to conduct an SEO data analysis • The importance of looking at SEO data first • Search as a tool for audience intent and performance behavior • Applying SEO findings to other channels

Cancer Treatment Centers of America (CTCA) uses direct-to-patient outreach to guide diagnosed cancer patients and caregivers through the treatment journey. Gaia and Andrew welcome guests Ivan Stamenov, VP of marketing operations and technology, CTCA and Trevor Hadick, senior manager, media analytics at Merkle for a deep dive into the organization's embrace of OTT and its benefits. Topics of discussion: • The measurability offered with OTT and analytics • Audience segmentation & addressability • Cookieless attribution • Optimization with tracking data • Exact reach and frequency • Limitations and recommendations

What is advanced TV? And, how does it differ from traditional TV buys? Andrea and Gaia welcome guest Andy Fisher, Head of Merkury Advanced TV at Merkle to dive into how high-quality data transforms planning, insights, activation, and measurement for audience-based linear, addressable, connected, premium online video and, you name it — television. Topics of discussion: o How person-based marketing and big data adoption works in television. o The shift in advertising budgets holding media spend accountable and the quest for ROI. o Incremental reach, and why there's such massive growth in the media business through demand and inventory, following trends in audio. o Cross-channel planning and measurement. o How digital (SEM, SEO, paid social, display) supports advanced TV.

As life begins to return to some degree of normalcy, it's important for marketers to understand pandemic-driven behaviors that will stick around post-pandemic, and what behaviors will revert to pre-pandemic levels, especially when planning for back to school season. Andreah and Gaia are joined by guests, Erin Spice, Senior Director of Digital Strategy and Rachel Monfre, Associate Director of Digital Strategy, who discuss the purpose of the Quarterly Media Insights Report and the value that the Q3 2021 Media Insight Report offers to brands that are seeking to jumpstart their planning efforts for the next quarter by gleaning insight into current digital trends. Topics discussed: COVID-19 recovery; half of the U.S. population has received their first vaccination Recognizing the different stages of recovery and meeting consumers with empathy Travel trends and revenge travel as people are eager to return to pre-pandemic behavior Back to School shopping priorities and the transition for students to return to schools Live audio's rapid growth driven by the pandemic and ways for marketers to implement it into their marketing strategy Using text messaging to connect with consumers Managing awareness of health with wearables to diagnose health conditions, fitness tracking, etc.

In-store shopping, restaurants, live music, dance lessons… As physical locations and venues begin to open up, what should digital marketers be thinking about to make sure online programs can fully support offline locations for the coming surge of demand?

Now that over half of adults in the US have already received at least the first dose of a vaccine, what are some of the expectations around consumers' willingness to travel? Andreah and Gaia welcome guests, Vanessa Cooper, Senior Director at Merkle and Alissa Lisi, SEO Account Manager at Merkle, who take a deep dive into the current trends in the travel industry, popular types of travel, what to expect over the summer, and the current state of domestic and international travel. Topics discussed are: • Brands are starting to recover; travel is actually beginning to gain momentum • Travel sentiment has shifted from “travel shaming” to over 60% of consumers now being willing to travel • The impact of vaccine rollouts and travel restrictions on marketing campaign performance • Revenge travel and business travel • How to use SEO marketing to amplify safety measures

What were the top digital media trends in Q1 of 2021? From paid search to SEO and more, Gaia and Andreah connect with Merkle digital advertising expert Marion Gendron to learn more about these top trends and take a deeper dive into what organizations need to understand about these changes. Find out which areas for Google, Amazon, and others ramped up and what industries saw the most positive rebound. Listeners will learn about: • How search on Google changed in Q1 • The latest trends and inventory changes with Amazon ads (Products, Sponsored Brands) • Updates observed within display and social ads • Bold predictions for the future Resources: Q1 2021 Digital Marketing Report (https://www2.merkleinc.com/l/47252/2021-04-30/8pgrg8) The Key Trends in Digital Marketing in Q1 2021 (https://www2.merkleinc.com/l/47252/2021-04-30/8pgrdx)

Creating unique loyalty experiences is important for delivering continual value to customers. What are the current trends in loyalty solutions, and how can loyalty programs help businesses prepare for the deprecation of third-party cookies? Gaia and Andreah spoke with Jayme Gehrke, Senior Director of Business Development, to learn more about loyalty program solutions and their critical role in building first-party data. Listeners will learn about: · What loyalty programs are and current trends in the space · The outcomes advertisers seek to achieve through loyalty programs · Loyalty in the context of the cookieless future · The interplay between performance media and loyalty programs Resources: · 2021 Loyalty Barometer Report (https://www2.merkleinc.com/l/47252/2021-03-22/8p2f2m) · 2021 Loyalty Barometer: A Guide to the Evolution of Consumer Loyalty (https://www.merkleinc.com/blog/2021-loyalty-barometer-guide-evolution-consumer-loyalty) · How to Enrich Your First-Party Data to Build Better Experiences (https://www.merkleinc.com/blog/how-enrich-your-first-party-data-build-better-experiences)

The marketing industry has been buzzing lately about the “cookieless future”, or the deprecation of the third-party cookie. But what does that actually mean for advertisers? In the second episode of this two-part series, Andreah and Gaia spoke with Ilon Weeldreyer to understand the impacts of a cookieless future on different channels and industries, and what advertisers should do to prepare. Other topics covered include: * Google Analytics GA4 for upgrade for modelled conversion behavior * Data and identity resolution partners * What programs will be relatively unaffected * Impacts on first-party data and remarketing lists Resources: * Podcast: What is the Cookieless Future? Changes in Website Tracking, Part 1 (https://www.merkleinc.com/thought-leadership/podcasts/digital-marketing-musings/what-cookieless-future-changes-website) * The “Death of the Cookie” Can Be Good for Advertisers, but the Time to Level Up is Now (https://www.merkleinc.com/blog/death-cookie-can-be-good-advertisers-time-level-now)