Welcome to AdExchanger Talks, a podcast focused on data-driven marketing. Subscribe here.
In the mid-’90s, Marita Scarfi was working as an accountant but wanted in on nascent the internet economy. After a period of networking, she landed at digital agency Organic, where over the course of 17 years she rose from controller to CEO.
After a stop at creative agency 72andSunny, she made the jump to marketing tech, joining PebblePost as CFO earlier this year.
PebblePost provides retargeting and other forms of segmentation in the direct mail channel by linking web cookies to home addresses.
“You take intent data … capture that, then send something in the home,” she says in the latest episode of AdExchanger Talks. “Everybody does eventually go through the mailbox. We don’t deal with all the noise of the digital space.”
From the consumer’s point of view, the ad “format” is a piece of paper that can be used to make a purchase anywhere: in-store, web, mobile or on the phone.
“In my view, it provides this very seamless omnichannel approach, which I believe hasn’t been solved for at all by all of these different marketing companies,” she says.
Also in this episode: why agencies are in a tough spot, the migration of marketing talent and the future of in-housing.
