Inventory addressability is critical to how publishers demonstrate their value to marketers and protect their revenue streams. Yet, against a backdrop of changing technologies and growing restrictions, how publishers are able to collect that data is changing. While marketers and advertisers look to maintain data-driven activations with publishers, privacy laws, such as the EU’s General […]
People-based measurement allows brands and marketers to use identity resolution to better understand their target audience and build truly customer-centric organisations. If you’ve only used identity resolution for data onboarding purposes, then extending its capabilities to people-based measurement is a logical next step. At its core, the process of people-based measurement consists of measuring the […]
A solid A/B testing program can help you to calculate true ROI and drive significant business impact. But, are you doing it right? A/B testing is a marketing experiment that involves splitting your audience to test variations of your campaign to determine which variation drives better results. Essentially, you target half of your audience with […]
The marketing landscape has rapidly transformed over recent years with the introduction and popularisation of new channels, technologies and data sources. Marketers must now adopt people-based marketing strategies to operate across all of these new channels and touchpoints to ensure they’re effectively communicating with their target consumers in the right way. However, as marketers embrace […]
LiveRamp Authenticated Traffic Solution (ATS) has reached a new milestone as the privacy-first, people-based solution of choice among Australian publishers and brands, successfully scaling a new trusted ecosystem. Now, an average of nearly 7 million authentications are available monthly for people-based activation through ATS. The number of publishers adopting and implementing ATS continues to grow, […]
The cookie has long been the bedrock of the online advertising ecosystem, but with Google pulling the plug on third-party cookies, that’s all about to change. Google’s announcement may have initially sparked concerns for marketers and publishers across the open web, but in providing a two-year runway until third-party cookies are officially banished from Chrome, […]
Our strength is in our partnerships. Not only are we constantly adding new platforms, data providers, and publishers to our people-based marketing family, but we’re also deepening and evolving existing relationships to bring you new people-based solutions. That’s why we’re excited to bring you a roundup of some of our newest partners and new features of our […]
Everyone’s talking about people-based marketing these days. On the surface, it does seem like quite a simple and rather obvious concept to grasp – it’s all about people, and how we can harness data to deliberately reach the right audiences. However, this simple concept may not be so simple in practice. The unfortunate reality is […]
On the 15th of January 2020, Google announced that within two years, Chrome will end support for third-party cookies. This long-anticipated news offers clarity about the future for individuals, publishers, and marketers who connect on the open web. While serving as the legacy foundation of the modern digital ecosystem, cookie-based identity has many problems: Individuals need better […]
Today, Google announced Topics, a new proposal as part of its Privacy Sandbox initiative to replace third-party cookies on Chrome. Topics is designed to help power “interest-based advertising” and is the successor to the Federated Learning of Cohorts (FLoC) proposal. Based on our assessment, Topics enables standardised high-level interest segments across the web—very similar to […]
