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Which generation is most likely to opt into emails and texts from brands in exchange for better prices or early access to deals? A) Gen Z B) Millennials C) Gen X D) Boomers. 43% of all shoppers are willing to opt in, but this preference is even stronger among Gen Z (54%), according to an April 2025 Wunderkind report. May 6, 2025. True or false?

The wallet identifies consumers by the email address they use with their bank and their bank-enrolled phone number. And Mastercard plans to eliminate manual card entry and passwords at checkout by 2030 by investing in tokenization and biometric authentication. Our take: Passwordless checkout will soon become expected by consumers. Merchants therefore need to ensure they offer it.

These solutions use information known to belong to an individual (e.g., email addresses, phone numbers) to match user profiles with a high degree of accuracy. The IDs are usually encrypted but persistent across the ecosystem, meaning two parties targeting the same end user would be using the same ID.

The opportunity for healthcare orgs and third-party advertisers: According to McKinsey, a $10 billion health system could achieve a $50 million to $65 million contribution margin run rate within five years through health-sponsored ad placements (e.g., email, websites, and apps).

We explore best practices for optimizing acquisition costs.

Create content such as emails, subject lines, social media posts, and images at a rapid speed. Track buyer and customer behavior. Segment audiences. Automate A/B testing and SEO keyword identification. Distribute personalized campaigns at specific times and in multiple languages. How will it create impact?