This document discusses the evolving role of paid search marketers amid increasing automation and privacy regulations, emphasizing the importance of a mature marketing technology (martech) stack. Key topics include the digital marketing landscape, martech frameworks, and strategic recommendations for 2023, specifically in the financial services sector. It highlights the significance of customer data platforms (CDPs) for effective audience segmentation and compliance with data privacy regulations.

1. Role of Paid Search
Marketers in the Age
of Automation
November 2022

2. 2 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
VISHAL MARU
• Over 13 years of growth and product marketing leadership
experience, across firms in North America, Europe, and
APAC.
• Currently VP Digital Solutions at iQuanti and leads cross-
channel strategy and solutions for clients, with a focus on
financial services.
• Previously, led customer acquisition efforts at Discover and
Enova Financial.

3. 3 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
SHAUBHIK RAY
• Over 15 years of analytics leadership experience
• Currently Sr. Director, Digital Analytics at iQuanti and leads
the digital analytics practice
• Focuses on developing and implementing digital analytics
solutions for clients, with a focus on financial services and
retail
• Previously, worked at Oracle and Tableau

4. 4 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
JOSH WOLF
• Over 15 years of MarTech and AdTech SaaS software
solutions leadership experience
• Currently Director of Partnership Solution Consulting
leading technical go to market strategy and solutions Tealium
and partners
• Previously, led customer-facing Solutions Consulting team at
Tealium and Technical Account Manager team at Thomson
Reuters

5. 5 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Today we’ll discuss…
1 Digital Marketing Landscape
2 MarTech Framework & Maturity
3 Key MarTech Stack Recommendations for 2023
4 Insights from MarTech Assessment of Financial Services Industry
5 Getting Started

6. 6 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Digital Marketing Landscape
1

7. 7 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Digital Landscape has evolved significantly in recent times

8. 8 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Digital Landscape has evolved significantly in recent times
Privacy Regulations Coming Into Effect
© 2022 iQuanti, Inc. All rights reserved.

9. 9 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Digital Landscape has evolved significantly in recent times
Privacy Regulations Coming Into Effect Third-Party Cookie Deprecation
© 2022 iQuanti, Inc. All rights reserved.

10. 10 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Digital Landscape has evolved significantly in recent times
Privacy Regulations Coming Into Effect Third-Party Cookie Deprecation
Apple’s ATT Update
© 2022 iQuanti, Inc. All rights reserved.

11. 11 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Digital Landscape has evolved significantly in recent times
Privacy Regulations Coming Into Effect Third-Party Cookie Deprecation
Apple’s ATT Update Launch of GA4
© 2022 iQuanti, Inc. All rights reserved.

12. 12 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Digital Landscape has evolved significantly in recent times
Privacy Regulations Coming Into Effect Third-Party Cookie Deprecation
Apple’s ATT Update Launch of GA4
Google Introducing More & More
Automation
© 2022 iQuanti, Inc. All rights reserved.

13. 13 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Digital Landscape has evolved significantly in recent times
Privacy Regulations Coming Into Effect Third-Party Cookie Deprecation
Apple’s ATT Update Launch of GA4
Google Introducing More & More
Automation
AI/ML Becoming More Mainstream in
Marketing
© 2022 iQuanti, Inc. All rights reserved.

14. 14 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
MarTech Framework & Maturity
2

15. 15 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Framework for MarTech Maturity
Connected Data
1st Party Data
Management
Consent
Management
Channel Utilization
Creative & Content
Data Partnerships
Experience
Analytics
Personalization
Experience
Management
Web Analytics
Channel Analytics
Attribution
Analytics
Analytics
Activation Experience
Data Management
© 2022 iQuanti, Inc. All rights reserved.

16. 16 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Framework for MarTech Maturity > Characteristics of a Mature MarTech Stack
Connected Data
1st Party Data
Management
Consent
Management
Channel Utilization
Creative & Content
Data Partnerships
Experience
Analytics
Personalization
Experience
Management
Web Analytics
Channel Analytics
Attribution
Analytics
Analytics
Activation Experience
Data Management
• Automation of
experience
management
• Deeper insights on
UX/CX
• Seamless
personalization of
experiences
• Single view of
customers
• Utilizing audiences
across channel
• Feedback loop for
measurement
• Effective consent
management
• Effective Full Funnel
Channel Utilization
• Data Partnerships for
Targeting (Cookieless
World Proof)
• Constantly testing into
new channel tactics
• Automation of
Creative/Content
Development &
Optimization
• Deeper insights into
channel performance
and attribution
• Deeper understanding
of customer behavior
and intent based on
website/app
interaction
© 2022 iQuanti, Inc. All rights reserved.

17. 17 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Key MarTech Stack Recommendations for
2023
3

18. 18 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Resulting engagement data collected at sources
Server-side & Client-
side
1,300+ prebuilt
APIs and
Integrations
Create and Enrich
Data
Act on Business Rules
Identity Resolution
Manage Audiences
Privacy and
Governance
Data Layer
© 2022 Tealium Inc. All rights reserved.
A Modern Customer Data Supply Chain
Collect Transform & Enrich
Standardize Integrate Activate

19. Server-side & Client-side Data Layer API & Integrations
Transform & Enrich
Standardize Integrate Activate
Collect
AUTOMATED ORCHESTRATED GOVERNED SECURED
Integrate to Digital Marketing
Data Transmission Controls
Data Lineage Traceability
Data Staging
Data Transformation
DSAR Access/Erasure
Opt-Out & Do Not Sell
Consumer Data Tracking
Auditing Begins
Mapping Consent and Privacy to the Customer Data Supply Chain
Automated, orchestrated, governed, and secured customer data over its full lifecycle from a central hub

20. 20 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
No! Client-side AND Server-side
● Server-side tracking is taking off, primarily to support advertising attribution
● All types of data collection benefit from server-side tracking
● “I want to remove all of the tags on my website”
Client-side Vs. Server-side?

21. 21 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
CONSUMER
JASPER’S
WEBSITE - WEB BROWSER
© 2022 Tealium Inc. All rights reserved.
5
1. Client-side TMS
2. Add SDK to native apps, use
API or provide files for batch
collection to track offline
events
3. API Integration Hub
4. Test and Verify in Tech
Platform
5. Enhance with First Party
Domains
3rd Party Vendors
SERVER-SIDE API
EVENT
PIXEL EVENT
CONSENT MANAGEMENT
Tealium gathers consent on custom-owned
properties to ensure strong data hygiene
through the data distribution life cycle,
protecting brands and publishers
Server-Side A Record
Tealium offers the ability to set a server-side A Record,
helping avoid ad blockers
4
3
2
1
Tealium First Party Domain
CNAME or A Record your domains to increase
signal loss protections. I.e. Tags.Brand.Com,
Collect.Brand.Com
Client-Side CNAME
Tealium offers the ability to set a server-side CNAME,
helping avoid ad blockers
JASPER’S
APP AND OFFLINE SOURCES
SDK, API, FILE
UPLOAD
Hybrid Client-side/Server-side Integrations

22. 22 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
CDP High-Level Use Cases
CDPs help FinServ
organizations easily
understand and
segment their
audiences. Digital
marketing teams can
leverage CDPs to
ensure their media
buys and marketing
aren’t wasted on
audiences that won’t
convert (or already
have)
With a central hub of
real-time customer
data, you can begin to
deliver “in-the-
moment” marketing
and customer support
through the creation of
automated data flows
and rules.
CDPs help FinServ
organizations create a
central hub where
regulations (restricted
PII data, GDPR, CCPA)
can be met before
propagating out to the
technology wider
ecosystem.
CDPs help stitch visitor
data together in a single,
unified profile whereas
typical analytics data
often shows multi-device
visitor interaction as
coming from three visits
and three different
people.
Trigger Owned and
Paid Communications
in Real Time
Identity
Resolution
Optimize Ad
Spend
CDPs help breaks
down data silos and
unifies data from
multiple sources. Forge
deeper relationships
by coordinating every
interaction with
customers — across
web, mobile, email, and
call centers—so they’re
always consistent and
relevant.
Personalization
Regulatory
Compliance and
Data Privacy

23. 23 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
CDP High-Level Use Cases - Contd.
With a high volume of
high-quality customer
data flowing in, the
combination of
Tealium
AudienceStream CDP
+ our machine learning
product, Tealium
Predict ML is ideally
positioned to help
predict customer
action
Predictive Scoring &
Models
CDPs help increases
funnel velocity by
enabling you to view
which customers have
qualified into each
portion of the funnel and
trigger campaigns to
move them further down
to completion.
Increase Funnel
Velocity
Your customer data is
more valuable (and
accessible) when it’s all
managed together.
Fuel analytics tools
through native
integrations with your
CDP enabling analytics
teams to spend less
time manipulating and
prepping data and
more time in insight
discovery.
Better Measurement
& Insights
A DMP or DSP,
utilizing the granular
insights from the CDP,
will create better look-
alike audiences which
will improve
engagement and
ultimately ROI
throughout your
marketing stack.
Lookalike Marketing
Onboard offline
data, such as call
center and point of
sale information, and
combine it with your
online data to
provide a consistent,
connected
experience
regardless of where
your visitors are
engaging with you.
Online &
Offline Data
Unification

24. 24 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Improve Time to Insight - Identity Resolution & Syndication
DATA SOURCES
Web
Data
POS
Mobile
Products Owned
Product Affinity
Lifetime Value
Unified Profiles
Inactive
Customer
Audience Creation
PROFILES AND AUDIENCES
Loyalty Level
New Product
Owner
ACTIONS / RESULTS
Segment
Analysis
Ad Suppressed
Ad Suppressed
Ad Served
Segment
Analysis
On-Site
Personalization
Record
Updated in
POS
Record Updated
in CRM
Generate a Single View of the Customer to drive action and analysis

25. A QUICK POLL
Have you started investing in MarTech for building a robust first-party data
infrastructure?
a. Already have a robust first-party data infrastructure
b. Actively working on building it
c. Haven’t started, but have identified the areas
d. Haven’t started, and don’t know where to start

26. 26 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Development of Universal Identifiers
Universal Identifiers are identifiers created to identify an individual within an ad network or across ad networks. Creating a
unique profile of an individual helps to understand their needs and interests. This information can be used to deliver a
customized message to everyone.
Identity Solution Options for the Future
Universal ID Solutions Identity Resolution Platforms
© 2022 iQuanti, Inc. All rights reserved.

27. 27 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Development of Universal Identifiers
Universal Identifiers are identifiers created to identify an individual within an ad network or across ad networks. Creating a
unique profile of an individual helps to understand their needs and interests. This information can be used to deliver a
customized message to everyone.
Identity Solution Options for the Future
Universal ID Solutions Identity Resolution Platforms
Use of Personal Identifiers Uses email ids to identify users
across channels/ devices
Uses multiple PII and digital identifiers
© 2022 iQuanti, Inc. All rights reserved.

28. 28 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Development of Universal Identifiers
Universal Identifiers are identifiers created to identify an individual within an ad network or across ad networks. Creating a
unique profile of an individual helps to understand their needs and interests. This information can be used to deliver a
customized message to everyone.
Identity Solution Options for the Future
Universal ID Solutions Identity Resolution Platforms
Use of Personal Identifiers Uses email ids to identify users
across channels/ devices
Uses multiple PII and digital identifiers
Data Onboarding (Offline – Online) Supports only online data
Ability to connect offline and online
data for activation/ measurement
© 2022 iQuanti, Inc. All rights reserved.

29. 29 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Development of Universal Identifiers
Universal Identifiers are identifiers created to identify an individual within an ad network or across ad networks. Creating a
unique profile of an individual helps to understand their needs and interests. This information can be used to deliver a
customized message to everyone.
Identity Solution Options for the Future
Universal ID Solutions Identity Resolution Platforms
Use of Personal Identifiers Uses email ids to identify users
across channels/ devices
Uses multiple PII and digital identifiers
Data Onboarding (Offline – Online) Supports only online data
Ability to connect offline and online
data for activation/ measurement
Data Ownership
Data owned by consortium/ AdTech
platform
Mainly works on 1st party data based
identity graph
© 2022 iQuanti, Inc. All rights reserved.

30. 30 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Development of Universal Identifiers
Universal Identifiers are identifiers created to identify an individual within an ad network or across ad networks. Creating a
unique profile of an individual helps to understand their needs and interests. This information can be used to deliver a
customized message to everyone.
Identity Solution Options for the Future
Universal ID Solutions Identity Resolution Platforms
Use of Personal Identifiers Uses email ids to identify users
across channels/ devices
Uses multiple PII and digital identifiers
Data Onboarding (Offline – Online) Supports only online data
Ability to connect offline and online
data for activation/ measurement
Data Ownership
Data owned by consortium/ AdTech
platform
Mainly works on 1st party data based
identity graph
Third-Party System Integrations Supported in AdTech platforms Out-of-the-box integrations with
MarTech and AdTech platforms
© 2022 iQuanti, Inc. All rights reserved.

31. 31 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Other Major Players Who are Actively Engaged in Solving Measurement Challenges
• Integrated measurement using a
combination of MMM+ MTA-based
models
• Data onboarding and data validation
• PII-based integrations with publishers/
partners
• Data clean rooms
• Fabrick Impact assessment (tool where
you can put spends by channels and they
guide you on the scale of impact)
• TransUnion TruAudience ID resolution
• TransUnion data marketplace
Other MarTech Players Solving Measurement
Challenges Using Identity Solutions
Panorama ID Connect ID
ATS and Measurement
Solutions
Nielsen ONE
© 2022 iQuanti, Inc. All rights reserved.

32. 32 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Cookieless World Proof Targeting Solutions
Extensive digital panel
+
Partnerships with industry-leading data providers
+
Contextual AI engine
Cookie-free predictive audiences for targeting on
mobile, desktop, CTV, audio, YouTube
Extensive data set covering 96% of the US adult
population
+
Non-cookie-dependent people-based modeling
(anchored in offline data)
+
Over 3K attributes used for lookalike modeling
(customizable)
Key insights on existing customers + Similar
audiences activable on 500+ platforms
© 2022 iQuanti, Inc. All rights reserved.

33. 33 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Use case supported:
• Implement predictive analytics to extract more
granular insights from their data
• Improve forecasting or segmentation precision
• Scale marketing use cases across organizations
Stack for Enabling AI/ML use cases
A robust AI platform supports a brand to analyze and use larger volumes of data to
personalize its customer experience.
© 2022 iQuanti, Inc. All rights reserved.

34. 34 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Unsampled User Data can be used for Targeting and Personalization
Collect & Analyze Activation
Data Source
BigQuery
Project
Cloud Machine
Learning
Export back
to GA
GA4
Properties
1P data

35. 35 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Experience Analytics to Gain Deeper Insights on Website Behavior
Understand the ‘Why’ behind something that is
working or not working
• Heat Maps
• Session Recordings
• Journey Maps
• Deeper Insights into User Behavior
• Website Troubleshooting
Heat Maps
Journey Maps

36. 36 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
AI-led Creative Analytics Solutions to Maximize the Effectiveness of your Ads
Creative Quality determines 75% of
ad-impact
* Source: Nielsen
• However, there isn’t a strong analytical
approach to optimizing creative performance
• Some platforms are harnessing the power of AI
to gather deeper insights into creative
performance and drive better performance
AI-Led Creative Analytics Solution
Creative Attributes (product, copy, theme, type, size, etc.)
+
Audiences, campaign, and placement context
+
AI
=
Creative graph for performance optimization with the
right creative

37. 37 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
A QUICK POLL
Have you started evaluating alternate solutions to augment your first-party data?
a. Have identified and tested alternate solutions
b. Have explored a few solutions but hasn’t tested any
c. No, haven’t explored any!

38. 38 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Insights from Assessing Financial Services
Industry
4

39. 39 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
MarTech Assessment of the Financial Services Industry
64
Large and mid-size
Financial Services firms
200+
Platforms Evaluated
40+
Sub-categories of
Platforms
Outside-in Approach, based on the tags on the website
© 2022 iQuanti, Inc. All rights reserved.

40. 40 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Key Insights from MarTech Assessment of the Financial Services Industry
Data Management Activation Experience Measurement
CDP
• Almost half of the firms are
using a CDP
• Tealium is the most prominent
CDP, with almost 50% market
share amongst Financial
Services firms
Consent Management
• Only one-third of firms are
using a consent management
platform
• Ensighten and OneTrust are the
most widely used ones
ID Solutions
• LiveRamp and Tapad (acquired
by Experian) are the most
widely used ID solutions
• Drawbridge, which is part of
LinkedIn Marketing Solutions,
also widely used
© 2022 iQuanti, Inc. All rights reserved.

41. 41 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Key Insights from MarTech Assessment of the Financial Services Industry
Data Management Activation Experience Measurement
DSP
• Adobe Advertising Cloud, The
Trade Desk, and DV 360 are the
most widely used DSPs
• Verizon Media, Amobee, Rocket
Fuel, and Amazon Product Ads
are also prominent
Video Advertising
• Specialized Video advertising
platforms such as Xandr
(acquired by Microsoft),
FreeWheel (a Comcast
company) and SpotX (part of
Magnite) help advertisers
access video inventory across
TV, OTT, CTV, mobile, and other
platforms
DMP
• Adobe Audience Manager is the
most widely used DMP, with
almost half of advertisers using
it
• Neustar Aggregate Knowledge,
Oracle BlueKai, and Salesforce
Krux are among the other
popular DMPs
© 2022 iQuanti, Inc. All rights reserved.

42. 42 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
A QUICK POLL
Have you started seeing a drop in match rates with your DMP?
a. Not using a DMP
b. Yes, significant drop
c. Yes, minor drop
d. No drop

43. 43 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Key Insights from MarTech Assessment of the Financial Services Industry
Data Management Activation Experience Measurement
Experience Analytics
• Hotjar is the most used
Experience Analytics platform,
with Full Story, Crazy Egg and
Content Square also used by
some firms
Observability
• New Relic, AppDynamics, and
DynaTrace are the top
Observability platforms used.
They help with application
monitoring, infrastructure
monitoring, digital experience,
etc.
Experience Management
• Qualtrics is the most popular
experience management
platform, used by almost one-
fourth of the advertisers
© 2022 iQuanti, Inc. All rights reserved.

44. 44 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Key Insights from MarTech Assessment of the Financial Services Industry
Data Management Activation Experience Measurement
TV Analytics
• Majority of advertisers with
significant investment in
video/TV advertising are using
some TV analytics platform.
iSpot TV is the most popular
platform, used by over one-third
of advertisers with TV
advertising
Web Analytics
• 80% of advertisers are using
Google Analytics (of which less
than half have transitioned to
GA4)
• 44% of advertisers are using
Adobe Analytics
• Around 23% are using both
Google and Adobe Analytics
• 11% of advertisers are using
Heap Analytics
© 2022 iQuanti, Inc. All rights reserved.

45. 45 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Getting Started
5

46. 46 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Getting Started
Build Cross
Functional
Team
Identify Key
Business
Priorities
Conduct
Assessment
Build
Strategy
Identify
Investments
Execution
© 2022 iQuanti, Inc. All rights reserved.

47. 47 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
To get a complementary MarTech assessment,
drop us an email at marketing@iquanti.com

48. 48 This document and the information in it are provided in confidence, and may not be disclosed to any third party.

49. 49 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
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