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Identity & Custom User Experiences – How ID Helps Convert [Podcast]

Smart digital marketers are leveraging user identification to create truly personalized experiences for their customers because identity is such an important part of the online landscape today.

MediaWallah’s Nancy Marzouk joins me on SEJ to discuss the concept of identity data and how it becomes an integral part of digital advertising. In addition, we discuss the critical elements that must be put in place to create a successful approach.

We also get into cleanrooms, cleantech vs the ‘black box’ approach and what the impacts of AWS, Google and Snowflake will look like on the identity data market.

There’s a lot to consider in how we tailor my identity strategy to not only talking about privacy around data management and all that fun stuff, but also working in the industry I’m in and handling the marketing package that I have. I invested in it. This is where identity by design comes in. It helps you understand. We help people understand what parts of what a sustainable construction of your identity diagram might look like. – Nancy Marzouk 06:19

The fact that cookies were anonymous and the workflow that existed for cookies was acceptable, but it’s no longer applicable when you start dealing with first-party data. Since it is highly sensitive information, creating a more secure workflow will be very important in the future. With that being said, that doesn’t mean retargeting is going away. It looks a little different – Nancy Marzouk 10:41

With cookies and mobile gone, what it does is bring advertiser and publisher closer together. – Nancy Marzouk 16:15

00:00 – About Nancy.
05:00 – What is identity, and why is it important?
08:46 – Can you still retarget in the future?
11:47 – Will it be better or worse for advertising?
22:51 – Does the publisher have to work with every identity solution?
35:29 – Platforms can define a scenario identifier.
38:47 – How to go to the ID card.

Mentioned resources:

Media, God – https://mediawalla.com/

There are different parts of identity. First, there’s the ability to define an event or session or something that’s happening in a browser or something that’s happening in the app so that you can do that targeting right then and there depending on what platform you’re on. And then there’s how do I take all this information and correlate it with an individual or user so I can do some complex modeling for audience or attribution? – Nancy Marzouk 26:12

It seems that the past three years. Google is introducing more and more publisher sites that are product-oriented reviews or reviews, recipe sites, or whatever on the publisher’s side, rather than going straight to the source. So I think it will make this property more significant from an advertising perspective. – Lauren Baker, 19:01

People are looking to use their first party data to bridge the gap and create a corridor between the information they need to understand about their marketing and the effectiveness of their marketing. – Nancy Marzouk 05:17

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Contact Nancy Marzouk:

Nancy is a true maverick in the marketing tech landscape – always one step ahead of the pack and more than capable of solving even his own intractable problems.

Through her company, MediaWallah, she has revolutionized how data is connected to maximum value at every level. The industry has taken notice – Nancy has been making a splash as a frequent guest speaker at conferences and with op-eds in publications everywhere!

Her genuine commitment to progress has led to her being named to IAB’s Cookie Management Task Force – proving that when it comes to technology, no problem is too far fetched with Nancy around it.

Connect with Nancy on LinkedIn: https://www.linkedin.com/in/nancy-marzouk-82519a/

Follow her on Twitter: https://twitter.com/nmarzouk

Connect with Lauren Baker, Founder of Search Engine Journal:

Follow him on Twitter: https://www.twitter.com/lorenbaker

Connect with him on LinkedIn: https://www.linkedin.com/in/lorenbaker

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