Nancy Marzouk's guest appearances

Nancy Marzouk

AdExchanger

Search Engine Journal Show

Paleo Ad Tech

Joe Zawadzki

Michael Provenzano

Manu Mathew

Ari Lewine

Eric Franchi

Mark Zagorski

Michael Katz

Martin Sorrell

David Jones

Dave Morgan

David Cohen

David Moore

Henry Blodget

Jeff Green

Jim VandeHei

OwlTail

Savvy digital marketers leverage user identification to create genuinely custom experiences for their customers because identity is a crucial part of today's online landscape. Nancy Marzouk of MediaWallah joins me on the SEJ show to discuss the concept of identity data and how it becomes an integral part of digital advertising. In addition, we discuss the critical elements to have in place to create a successful approach.  We also get into clean rooms and clean tech vs. a "black box" approach and how AWS, Google &amp; Snowflake's impacts on the ID data market will look like.   There's a lot that needs to go into how I design my identity strategy to fit not only the privacy talk about data governance and all that fun stuff but also works within the industry that I'm in and deals with the marketing stack that I've invested in. So that's really where identity by design comes in. It helps you understand. We help people understand the pieces of what a sustainable building-up of your identity graph might look like. –Nancy Marzouk, 06:19 The fact that the cookies were anonymous and that the workflow that was present for cookies was acceptable, but it's no longer viable when you're starting to deal with the first-party data. Because it's very sensitive information, creating a more secure workflow will be very important in the future. With that being said, it doesn't mean that retargeting goes away. It just looks a little different.  –Nancy Marzouk, 10:41 With cookies and mobile going away, what it does is it brings the advertiser and the 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 - Is it going to be better or worse for advertising? 22:51 - Does a publisher have to work with every identity solution? 35:29 - A scenario ID platforms can identify. 38:47 - How to transition to ID.   Resources mentioned: MediaWallah - https://mediawallah.com/   There are different parts of identity. First, there's being able to identify an event or a session or something happening in a browser or something happening in the app so that you can do that targeting right then and there based on what the platform is that you're using. And then there's how do I take all that information and connect it to an individual or a user so that I can perhaps do some sophisticated audience modeling or attribution? –Nancy Marzouk, 26:12 It seems like the past three years. Google's been serving more and more publisher sites that are reviews or product-oriented reviews, recipe sites, whatever on the publisher side, as opposed to going directly to the source. So I think it will make that real estate more important from an advertising perspective. –Loren Baker, 19:01 People are looking to use their first-party data to bridge the gap and create a crosswalk between the information they need to understand about their marketing and the effectiveness of their marketing. –Nancy Marzouk, 05:17   For more content like this, subscribe to our YouTube channel:  https://www.youtube.com/user/searchenginejournal Are you looking to keep up with current and effective digital marketing today? Check out  https://www.searchenginejournal.com for everything you need to know within the digital marketing space and improve your skills as an internet marketer.   Connect with Nancy Marzouk Nancy is a true maverick on the marketing technology scene - always one step ahead of the pack and more than capable of solving even its most stubborn problems.  Through her company MediaWallah, she's revolutionized how data can be connected for maximum value at every level. The industry has taken note - Nancy's been making waves as a frequent guest speaker at conferences and through op-ed pieces in publications everywhere!  Her genuine commitment to progress saw her appointed to IAB's Cookie Management Task Force – proving that when it comes to tech, no problem lies beyond reach with Nancy around. Connect with Nancy on LinkedIn: https://www.linkedin.com/in/nancy-marzouk-82519a/ Follow her on Twitter: https://twitter.com/nmarzouk   Connect with Loren 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 

Savvy digital marketers leverage user identification to create genuinely custom experiences for their customers because identity is a crucial part of today's online landscape. Nancy Marzouk of MediaWallah joins me on the SEJ show to discuss the concept of identity data and how it becomes an integral part of digital advertising. In addition, we discuss the critical elements to have in place to create a successful approach.  We also get into clean rooms and clean tech vs. a "black box" approach and how AWS, Google &amp; Snowflake's impacts on the ID data market will look like. There's a lot that needs to go into how I design my identity strategy to fit not only the privacy talk about data governance and all that fun stuff but also works within the industry that I'm in and deals with the marketing stack that I've invested in. So that's really where identity by design comes in. It helps you understand. We help people understand the pieces of what a sustainable building-up of your identity graph might look like. –Nancy Marzouk, 06:19 The fact that the cookies were anonymous and that the workflow that was present for cookies was acceptable, but it's no longer viable when you're starting to deal with the first-party data. Because it's very sensitive information, creating a more secure workflow will be very important in the future. With that being said, it doesn't mean that retargeting goes away. It just looks a little different.  –Nancy Marzouk, 10:41 With cookies and mobile going away, what it does is it brings the advertiser and the 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 - Is it going to be better or worse for advertising? 22:51 - Does a publisher have to work with every identity solution? 35:29 - A scenario ID platforms can identify. 38:47 - How to transition to ID. Resources mentioned: MediaWallah - <a href="https://mediawallah.com/" rel="nofollow" target="_blank">https://mediawallah.com/</a> There are different parts of identity. First, there's being able to identify an event or a session or something happening in a browser or something happening in the app so that you can do that targeting right then and there based on what the platform is that you're using. And then there's how do I take all that information and connect it to an individual or a user so that I can perhaps do some sophisticated audience modeling or attribution? –Nancy Marzouk, 26:12 It seems like the past three years. Google's been serving more and more publisher sites that are reviews or product-oriented reviews, recipe sites, whatever on the publisher side, as opposed to going directly to the source. So I think it will make that real estate more important from an advertising perspective. –Loren Baker, 19:01 People are looking to use their first-party data to bridge the gap and create a crosswalk between the information they need to understand about their marketing and the effectiveness of their marketing. –Nancy Marzouk, 05:17 For more content like this, subscribe to our YouTube channel: <a href="https://www.youtube.com/www.youtube.com/user/searchenginejournal" rel="nofollow" target="_blank"> https://www.youtube.com/user/searchenginejournal</a> Are you looking to keep up with current and effective digital marketing today? Check out <a href="https://www.youtube.com/redirect?event=video_description&amp;redir_token=QUFFLUhqblo1OGJpVS11Z0lXeVB1V2FrSUtJbF80cWlYQXxBQ3Jtc0ttbVJRcElBUW85VlVMS21aa2w3UzRyRlIzVkF6RUQyc2NFclp3TmhTR2hoYlNwVGdpZ3Ntd2NXT0FKMk5RamFnMTZkT21ZVlZTeHByaEpFeTd2Q01IUkdscWhoa3R0M2lYemlGT2Q4b09Mb3I5ZkZWaw&amp;q=https%3A%2F%2Fwww.searchenginejournal.com" rel="nofollow" target="_blank"> https://www.searchenginejournal.com</a> for everything you need to know within the digital marketing space and improve your skills as an internet marketer. Connect with Nancy Marzouk Nancy is a true maverick on the marketing technology scene - always one step ahead of the pack and more than capable of solving even its most stubborn problems.  Through her company MediaWallah, she's revolutionized how data can be connected for maximum value at every level. The industry has taken note - Nancy's been making waves as a frequent guest speaker at conferences and through op-ed pieces in publications everywhere!  Her genuine commitment to progress saw her appointed to IAB's Cookie Management Task Force – proving that when it comes to tech, no problem lies beyond reach with Nancy around. Connect with Nancy on LinkedIn: <a href="https://www.linkedin.com/in/nancy-marzouk-82519a/" rel="nofollow" target="_blank">https://www.linkedin.com/in/nancy-marzouk-82519a/</a> Follow her on Twitter: <a href="https://twitter.com/nmarzouk" rel="nofollow" target="_blank">https://twitter.com/nmarzouk</a> Connect with Loren Baker, Founder of Search Engine Journal: Follow him on Twitter: <a href="https://www.twitter.com/lorenbaker" rel="nofollow" target="_blank">https://www.twitter.com/lorenbaker</a> Connect with him on LinkedIn: <a href="https://www.linkedin.com/in/lorenbaker" rel="nofollow" target="_blank">https://www.linkedin.com/in/lorenbaker</a>

Identity & Custom User Experiences - How ID Helps Convert with Nancy Marzouk

Nancy is the CEO and founder of MediaWallah, an identity resolution provider she started in 2013 as a way to “give back” to an industry that has been generous to her.Nancy has been present at a number of seminal moments in the history of ad tech, including: L90’s acquisition of DoubleClick and the formation of MaxWorldwide; the latter’s acquisition into Excite, AskJeeves, and Barry Diller‘s Interactive Corporation (IAC); the folding into Microsoft’s grand ad ambitions of Seattle-based aQuantive’s DrivePM, perhaps the first agency trading desk and an innovator in retargeting; and the development of [x+1]’s pioneering DSP capability, later echoed by [x+1] founder Joe Zawadzki‘s own MediaMath.NYC-based Nancy started as an artist and environmentalist and landed at a family-owned ad network called AdVenture Network, an early proponent of open plan office space for sellers. She was introduced to L90 when the network approached them to use their ad serving technology, and Nancy’s joined the hard-driving sales team at L90. It was a public company and resembled DoubleClick, with an ad server called AdMonitor, and both premium and secondary ad networks.In 2001, DoubleClick acquired the tech assets of L90, including its ad server. (That same year, DoubleClick  acquired email marketers MessageMedia and Flonetworks; media-planning tech from Adgile Interactive; and was in ultimately failed talks to acquire Real Media.) Shortly thereafter, L90 finalized the acquisition of DoubleClick’s performance media network, called Sonar, for about $10 million in cash and stock. L90 changed its name to MaxWorldwide.    2003 MaxOnline holiday party madness! – from L to R, Ramsey McGrory,Nancy Marzouk, Aaron Goldman and Amy Chan    Nancy lived through a series of changes in the dot-com rebuilding era, as MaxWorldwide was acquired by Excite, AskJeeves and ultimately Interactive Corp (IAC) in 2005.  IAC was “a whole different ball game,” Nancy tells Marty in this wide-ranging episode. “I was in the digital realm … for most of my career at that point, and when I got to IAC, they had a very kind of old-school publishing mentality. They ran their websites like they were publications, not digital websites.” After leaving IAC, Nancy joined DrivePM, a division of aQuantive, the Seattle digital pioneer that also housed the ad server Atlas and the Avenue A agency. DrivePM was “probably the first trading desk for an agency,” she says, and developed technology, “specifically retargeting,” building a form of premium retargeting that included behavioral profiling to identity higher-value browsers. Reach was possible through geo-based I.P. lookups for demographic clusters. While not as early as DoubleClick’s ‘boomerang’ solution, DrivePM was perhaps more successful. In a famous debacle, Microsoft acquired aQuantive (including DrivePM and Atlas) for $6 billion and later wrote it down.    Microsoft’s Kevin Johnson (left) with aQuantive co-founderNick Nanauer and CEO Brian McAndrews in 2007    From 2007-09, Nancy worked at [x+1], where Joe Zawadzki described a vision for a DSP that sounded very much like MediaMath, which he later founded. She then joined IgnitionOne/NetMining and TagMan, acquired by Ensighten in 2012, the year before she founded MediaWallah. Asked if she’s sanguine about the industry’s future, Nancy says: “I think there’s going to be some kind of … I don’t want to say the bubble’s going to burst, but there’s going to be something that’s going to happen, and the result of that will be a really good thing.”

Nancy is the CEO and founder of <a href="https://mediawallah.com/" rel="nofollow" target="_blank">MediaWallah</a>, an identity resolution provider she started in 2013 as a way to “give back” to an industry that has been generous to her.Nancy has been present at a number of seminal moments in the history of ad tech, including: L90’s acquisition of DoubleClick and the formation of MaxWorldwide; the latter’s acquisition into Excite, <a href="https://en.wikipedia.org/wiki/Ask.com" rel="nofollow" target="_blank">AskJeeves</a>, and <a href="https://www.iac.com/history" rel="nofollow" target="_blank">Barry Diller</a>‘s Interactive Corporation (<a href="https://www.iac.com/" rel="nofollow" target="_blank">IAC</a>); the folding into Microsoft’s grand ad ambitions of Seattle-based aQuantive’s <a href="https://www.clickz.com/aquantive-revs-up-drivepm/84472/" rel="nofollow" target="_blank">DrivePM</a>, perhaps the first agency trading desk and an innovator in retargeting; and the development of [x+1]’s pioneering DSP capability, later echoed by [x+1] founder <a href="https://paleoadtech.com/2021/05/25/3-joe-zawadzki-the-original-mediamath-man/" rel="nofollow" target="_blank">Joe Zawadzki</a>‘s own MediaMath.NYC-based Nancy started as an artist and environmentalist and landed at a family-owned ad network called AdVenture Network, an early proponent of open plan office space for sellers. She was introduced to L90 when the network approached them to use their ad serving technology, and Nancy’s joined the hard-driving sales team at L90. It was a public company and resembled DoubleClick, with an ad server called AdMonitor, and both premium and secondary ad networks.In 2001, DoubleClick <a href="https://www.zdnet.com/article/doubleclick-buys-tech-assets-of-l90/" rel="nofollow" target="_blank">acquired </a>the tech assets of L90, including its ad server. (That same year, DoubleClick acquired email marketers MessageMedia and Flonetworks; media-planning tech from Adgile Interactive; and was in ultimately failed talks to acquire Real Media.) Shortly thereafter, L90 <a href="https://www.adweek.com/brand-marketing/l90-buy-doubleclicks-media-business-57455/" rel="nofollow" target="_blank">finalized </a>the acquisition of DoubleClick’s performance media network, called Sonar, for about $10 million in cash and stock. L90 changed its name to MaxWorldwide. 2003 MaxOnline holiday party madness! – from L to R, Ramsey McGrory, Nancy Marzouk, Aaron Goldman and Amy Chan Nancy lived through a series of changes in the dot-com rebuilding era, as MaxWorldwide was acquired by Excite, AskJeeves and ultimately Interactive Corp (IAC) in 2005. IAC was “a whole different ball game,” Nancy tells Marty in this wide-ranging episode. “I was in the digital realm … for most of my career at that point, and when I got to IAC, they had a very kind of old-school publishing mentality. They ran their websites like they were publications, not digital websites.” After leaving IAC, Nancy joined DrivePM, a division of aQuantive, the Seattle digital pioneer that also housed the ad server Atlas and the Avenue A agency. DrivePM was “probably the first trading desk for an agency,” she says, and developed technology, “specifically retargeting,” building a form of premium retargeting that included behavioral profiling to identity higher-value browsers. Reach was possible through geo-based I.P. lookups for demographic clusters. While not as early as DoubleClick’s ‘boomerang’ solution, DrivePM was perhaps more successful. In a famous debacle, Microsoft acquired aQuantive (including DrivePM and Atlas) for $6 billion and later <a href="https://www.geekwire.com/2012/writedown-microsoft-squandered-62b-purchase-ad-giant-aquantive/" rel="nofollow" target="_blank">wrote it down</a>. Microsoft’s Kevin Johnson (left) with aQuantive co-founder Nick Nanauer and CEO Brian McAndrews in 2007 From 2007-09, Nancy worked at [x+1], where Joe Zawadzki described a vision for a DSP that sounded very much like MediaMath, which he later founded. She then joined IgnitionOne/NetMining and TagMan, acquired by Ensighten in 2012, the year before she founded MediaWallah. Asked if she’s sanguine about the industry’s future, Nancy says: “I think there’s going to be some kind of … I don’t want to say the bubble’s going to burst, but there’s going to be something that’s going to happen, and the result of that will be a really good thing.”

33. Nancy Marzouk – taking a DrivePM through L90 and [x+1]

Nancy Marzouk founded MediaWallah in 2013 to pursue the emerging market for customer data onboarding and "people-based" identity resolution. She shares her long perspective on the history of identity in ad tech – from cookies to our current petri dish of proposed solutions.

Nancy Marzouk founded MediaWallah in 2013 to pursue the emerging market for customer data onboarding and "people-based" identity resolution. She shares her long perspective on the history of identity in ad tech – from cookies to our current petri dish of proposed solutions.

Solving Identity, With MediaWallah CEO Nancy Marzouk