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Introducing M1™: The 100% People-based Insights, Planning, Activation, and Measurement Platform


What if you could improve return on ad spend by 20%? Or, what if you could decrease targeting waste by 25%?

On average, today’s leading brands—your competitors—are seeing these transformational results by shifting from a data-based to a people-based marketing approach.

Anonymous targeting tactics, such as cookies, device IDs, panels, and proxies pose challenges and risks to marketers such as duplicated reach, fraud, and an inability to understand consumer path to conversion. Marketers must take advantage of today’s addressable marketing opportunities that are increasingly digital, CRM and consumer data-driven. This can only be achieved by understanding and reaching actual people with advertising and content that's relevant to them as individuals. Meet the M1™ platform.

M1 is Merkle and Dentsu Aegis Network's 100% people-based insights, planning, activation, and measurement platform, that capitalizes on the increasing scale of addressable media opportunities and the industry-wide desire for better accountability of media reach and performance.

Attendees will:

  • Gain a better understanding of the fundamental components required to shift your marketing from data-based to people-based.
  • Hear how leading retail, financial services, and media marketers are using people-based marketing to achieve tremendous results.
  • Learn how the M1 platform enables brands to create audiences using CRM data and/or thousands of attributes for US individual consumers and target them using addressable media across leading publisher websites and platforms.



Gerry Bavaro

Merkle, Inc.

Gerry Bavaro is executive VP, M1, where he oversees the planning and development of Dentsu Aegis Network’s M1 platform, 100% people-based insights, planning, activation, and measurement platform. Gerry is a digital marketing veteran with over 17 years of experience, including roles as chief strategy officer at Omnicom Media Group's Resolution Media, senior VP-performance marketing at Digitas, executive VP at Didit and account director at Agency.com.


Nicholas Illobre

VP, M1 Head of Product Strategy
Merkle, Inc.

Nick Illobre holds responsibilities for developing and driving the product strategy for M1, the new proprietary product for audience planning and development for the Dentsu Aegis Network. He focuses on ensuring the product is an industry-leading platform that leverage the latest technology innovations and processes, allowing everyone within the Dentsu Aegis Network to deliver on the promise of addressable marketing driving effective business and marketing outcomes.

Before joining the Product and Data Team, Nick was involved with all levels of program and technology development for media and paid social, including strategy, partnerships, and execution, with a focus on key media owner relationships. He worked with all clients in the digital media portfolio and has worked on strategic tracking and optimization initiatives for companies in a wide variety of industries including Retail, Media, Financial Services, and Insurance. He is also deeply committed to training and educating clients and teams within Dentsu Aegis in digital media and the foundational components of People-based Marketing.

Nick has over 10 years of experience working in media and ad-tech and has extensive experience training all levels of expertise in the digital ecosystem. Prior to Merkle, Nick was Vice President of Solutions Applications at LiveTechnology, Inc. where he led solution scoping and implementation teams that worked with Fortune 500 clients on enterprise application development, cross-channel creative versioning, and systems integration. Nick holds a BA in American Political Thought from New York University.

Sponsored by:

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    *By registering for this webinar, you agree to be contacted by the webinar sponsor.


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