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Identity-Based Advertising in the Google Platform: Best Practices for First-Party Data

Original Presentation Date

Jun 11, 2020

Key Takeaways

  • Use cases for leveraging first-party data to advance your media strategy
  • How to mature your media program within the Google platform
  • Best practices across search, display, programmatic and analytics for using first-party data

Detailed Overview

With increasing privacy regulations, transparency demands and the phase out of the third-party cookie, a media strategy built upon person-level identity is a top priority. And with Google at the center of most brand’s ad tech, it is essential to know how to run an effective person-based media strategy in the Google Marketing Platform. 

Join Merkle experts that work across audience strategy and across the Google stack to understand how data, analytics, Google and media come together to drive high performing media programs based on owned customer data.


Take Our Media Maturity Assessment

Is your media program ready for a world without cookies?

Media Maturity Assessment



Jordan Cardonick

Media Analytics Strategy Lead

Emily Anthony

SVP, Media Services, Merkle

Matthew Mierzejewski

Senior Vice President, Search

Kim Kyaw

Director of Digital, Lindblad Expeditions

Phil Auerbach

Chief Commercial Officer, Lindblad Expeditions