Kelly Brown, senior director of media services at digital agency Merkle, says having a fixed cost allows buyers to invest more dollars into working media. "But if we're investing in channels outside this DSP, you would be paying for a platform that you are not using," Brown says. "So it's similar to Netflix: regardless if you watch 100 hours or zero hours, you are going to pay."
Cardinal Path is the largest Google Marketing Platform (Analytics 360) reseller in the world. We spoke to David Booth, Co-Founder and Chief Commercial Officer at Cardinal Path, to understand the core tenets of their technology integration for Google 360 and how it helps marketing teams to work with CRM.
The core tenets of Merkle’s CRM strategy are focused on leveraging technology and data to build a reusable, portable customer data asset over time. In this context, we spoke to Alex Yoder, EVP Analytics, Merkle, and asked him if he thinks CRMs are lagging in performance compared to other marketing technologies and how their partnership boosts the CRM offering in the market.
The trouble is there are still more questions than answers as to what ITP 2 is going to do...
The industry now has access to more location data than ever before through data collected from apps, cell phones, etc. In this context, we spoke to Todd Bowman, Director, SEM and Feeds, Merkle, to understand the current state of location data, how Merkle works with location data technologies, and how it is disrupting the way omnichannel marketing is executed globally.
Amazon's ad budgets are increasing triple digit percentages year-over-year. In some cases, brands are moving 50 to 60 percent of their Google Search ad budgets to Amazon, two media agencies noted. Merkle's Matt Mierzejewski weighs in.
The video offering, via Amazon subsidiary IMDb, is the latest effort by the e-commerce giant to corner a bigger share of the $70bn TV ad market in the US, and was first reported earlier this summer by The Information.