Brands know interactions that feel personal and relevant to customers are key to driving conversions in our oversaturated digital environment. However, with Google’s Chrome browser set to deprecate third-party cookies in the near future, brands face significant challenges in maintaining effective reach, targeting, and measurement in their marketing efforts. With Google’s deadline now pushed to the end of […]
Why should publishers care about their authentication strategy? Because the industry is changing and authentications are the way publishers can grow and connect their inventory to the advertiser’s target audiences with precision. Publishers that adopt an authentication strategy will gain a competitive advantage and increase their CPMs. What is Authentication? Authentication is simply any time […]
Media buyers can now take control of their data destiny with access to more granular data and insights via data collaboration and modern data clean room software. Media buyers are increasingly in a bind — with increased pressure to influence sales in spite of data regulations cutting into their use of cookies to track ad […]
The writing is on the wall for marketing strategies that rely on third-party cookies, which until now, have served as the default infrastructure for enabling digital advertising across the web and other channels. As consumers become increasingly privacy conscious, data privacy laws are becoming more comprehensive. Safari, Firefox, and Microsoft Edge have already sunsetted third-party […]
Looking to calculate your return on ad spend? It takes a lot of work, doesn’t it? According to a 2024 Wakefield survey of 500 U.S. executives, measuring the impact of marketing activities requires 28 data sources on average, roughly split between internal and external partners. For a global CPG brand or retailer, it’s not hard to imagine […]
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 […]
‘In Conversations With…’ is a LiveRamp series where we bring together leading voices in the industry and ask them to share their thoughts on the constantly evolving realm of marketing, advertising, media, and tech. In this edition of ‘In Conversations With…’ Louise Exton, Director, Addressability ANZ at LiveRamp, speaks with Mitch Greenway, Director ANZ at […]
As part of LiveRamp’s continued dedication to building a global, trusted ecosystem, throughout 2021, we will be expanding our presence throughout Europe and Asia-Pacific and entering the Latin American market. We are doubling down on our commitment to extend our global Authenticated Identity Infrastructure, which is live and scaling in all of our current markets. […]
‘In Conversations With…’ is a LiveRamp series where we bring together leading voices in the industry and ask them to share their thoughts on the constantly evolving realm of marketing, advertising, media, and tech. In this edition of ‘In Conversations With…’, LiveRamp’s recently appointed Vice President, Enterprise Sales ANZ, Deb O’Sullivan, speaks with David Benjafield, […]
Online readership has skyrocketed during the COVID-19 pandemic, and alongside conflicting and ever-changing guidance for its audience, publishers are also faced with the challenge of how to better monetise this increase in traffic. When the obstacle of Apple’s changes to its IDFA permissions, which mean publishers must obtain permission to track users using the IDFA, […]
