This week we’ll look at how terms that were trending in late June are faring today. By June, most U.S. states had reopened. Black Lives Matters protests were growing worldwide, and retail sales grew more than expected.

Uncertainty is a certainty for 2021, but there are some clear and predictable expectations around identity that marketers can capitalize on, with the shift away from third-party cookies and other markers like Apple’s Identifier for Advertisers (IDFA). Here’s what you need to know.

United Airlines recently announced a plan to mortgage its MileagePlus frequent flyer program to secure a $5 billion loan. Its loyalty program is valued at around $20 billion as a standalone business, comprising about 12% of United’s overall 2019 revenue and providing a much-needed lifeline to the airline as it continues to weather the COVID-19 storm.

Well before the COVID-19 pandemic was on anyone’s radar, B2B marketers were being challenged to keep pace with the seamless experiences that customers have come to expect on the consumer sides of their lives.

We’re in the final month of a contentious presidential election cycle while still reconciling with an unpredictable global pandemic. Marketers know and feel these pressures, as displayed by this week’s data.

Since late August, brands have shown a sharp increase in intent for “pay-per-click,” or PPC advertising. PPC advertising is an attractive option for advertisers looking for clear measurability and the ability to pay only if and when someone engages with their ads.

As more customer engagements move away from in-person contact to digital channels and virtual environments, the trends that were already driving the need for personalization in B2B marketing have dramatically accelerated.

Last time, we took a look at a few of the avenues that marketers are exploring to attain a tighter grasp on their data, brand narratives, and SEO. This week’s data showed marketers and agencies on a similar quest for control as they’re forced to reckon with a fall and winter of distracted consumers and a pandemic that remains undeterred in its ability to upend normal business practices.