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The Future of Identity & People-Based Marketing

Recorded Date:8/26/2020

recorded Time:11:00 AM CDT

Duration:60 minutes


At its core, identity can help marketers and media companies survive a transitory market fueled by accelerated digitization, economic downturns, and waves of change as all market players seek a cookie alternative. By helping create safer, more personalized and relevant experiences, identity is becoming an invaluable asset in supporting use cases and improving outcomes of personalization, targeting and measurement. In this webinar, Bruce Biegel, Senior Managing Partner at Winterberry Group, will explore key findings from Winterberry’s recent Identity Outlook 2020 report to uncover how:

  • Personalization — on owned properties, and programmatic and advanced TV media ecosystems — is leveraging a blend of identity approaches 
  • A more restricted and technologically complex landscape has produced five unique, non-cookie-based identity solutions
  • Publishers will have the opportunity to regain control in the programmatic landscape through first-party data
  • Investments in identity are evolving to meet requirements of the market

Matt Spiegel, EVP of Marketing Solutions and Head of Media Vertical at TransUnion, will join Bruce for a deep dive into the changes impacting the identity market in a privacy-first, post-cookie world. They’ll discuss what this means for the future of identity and people-based marketing, and how to prepare your business to meet marketers’ accelerated identity needs heading into 2021 and beyond.

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Bruce Biegel

Senior Managing Partner

Winterberry Group

As Winterberry Group’s Senior Managing Partner and Founder, Bruce Biegel leads the specialist management consultancy’s consulting practice and establishes its strategic and operational agenda. During his tenure at Winterberry Group, Biegel has led several hundred growth strategy, commercial diligence and enterprise data and technology engagements. Global clients served by Biegel and his team include a wide range of enterprise marketers in media, financial services, retail and technology, advertising and marketing agencies, data and digital marketing service and technology providers, along with many of the private equity firms who invest in the sector. A DMCNY (Direct Marketing Club of New York) Silver Apple and Mal Dunn Leadership award winner, he's a frequent speaker at major marketing industry conferences and symposia. This includes Adweek, the DMCNY, DMA, RampUp, I-COM Global Data Symposium, Mirren Agency Conference, the Institute of Direct Marketing (IDM UK) and the 4As—as well as private corporate and client events. In addition to his role at Winterberry Group, Biegel has served as Senior Advisor to investment bank Petsky Prunier LLC and as a member of the DMA board. Today, he serves as an advisor to and member of the board of directors for a number of private companies in the data, data services, technology and agency sectors of the global marketing industry. Biegel also serves as a program chair and trustee for the non-profit education organization MarketingEdge, as well as a data startup jury member for the I-COM Global Symposium and a CODIE Awards Judge. Prior to establishing Winterberry Group—a strategic consulting business that supports growth initiatives in advertising, marketing, media, information and technology—Biegel founded and sold two companies, one in marketing technology and one in data. During that time, he served in a variety of roles including as a board member, President, CFO, EVP of Sales and within the marketing and customer service departments. A graduate of the University of Pennsylvania, he began his career at Kidder Peabody in MIS.

Matt Spiegel

EVP, Marketing Solutions, Head of Media Vertical


Matt Spiegel is an EVP at TransUnion responsible for the company’s growing suite of digital marketing products and leading TransUnion’s solutions development for the media and advertising industry. His decades long experience developing and guiding businesses at the intersection of marketing and media with technology and data are a natural fit given TransUnion’s unique data driven capabilities. His experience as an entrepreneur, agency executive, marketing technology executive, and strategic consultant, provide him with a depth and breadth of expertise that is critical for being a business builder and change agent. Spiegel comes to TransUnion with a history of executive leadership roles within digital marketing and technology organizations. He’s the founder of Resolution Media, Omnicom’s search marketing agency. As Omnicom Media Group’s global digital CEO, he launched Omnicom’s trading desk Accuen. He ran the enterprise sales and solutions business for MediaMath across North and Latin America, and most recently was a SVP at Medialink where he was responsible for a host of Fortune 100 client relationships. In addition to Spiegel’s work at TransUnion, he informally advises/mentors start-ups and young entrepreneurs, is a board member of the KWOE Foundation, and was a Crain’s Chicago Business 40 under 40 honoree in 2014.He lives in Chicago with his wife, Marnie and two children, Leo and Penny.

The Future of Identity & People-Based Marketing
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