“Wisdom comes from knowing how much you don’t know”. That’s the sort of sentiment that crops up on motivational posters, usually accompanied by an image of space, but it’s also crucially important to the way companies should think about their data. In my previous post I talked about how marketers can start building direct relationships […]
What do we want? First-party relationships! When do we want it? Now! It’s important to understand the distinction between first-party relationships and first-party data. There is nothing more valuable for a brand or publisher than providing the experiences consumers expect and welcome. First-party relationships are not transactional, but flow from value exchanges over time. If […]
Every click and purchase, every like and share — in today’s vast digital world, each of these customer actions holds untapped value for your business. But harnessing this deluge of data isn’t always a straightforward process. Businesses often stall or fail in the process of collecting, interpreting, analysing, and arriving at valuable insights from consumer […]
Over the last decade, the industry has remained hard at work developing solutions for the rise of privacy and subsequent end of third-party cookies. While much progress has been made, one area that has remained an evolving challenge is measurement. Brands increasingly prefer to be more hands-on with measurement as they seek to understand their return on […]
Personalised marketing is not the future. It’s the present. Already, 71% of consumers expect their interactions with companies to be personalised, and 76% get frustrated when they aren’t, according to McKinsey research. And this translates directly into better business performance. The same McKinsey report also found that more than three-quarters of consumers surveyed said personalised […]
RampID was created many years ago as a way to leverage identity to deliver more for advertisers—more accurate targeting online, more durability in the face of changing signals, and more commitment to individual privacy. Its role was to give digital marketers a new way to improve traditional campaign effectiveness, and it put LiveRamp at the […]
Industry collaboration is imperative to ensuring the success of a fair, competitive, and open internet centered on a value exchange between content providers (publishers) and consumers. In parallel, privacy regulations and policy changes from browsers and device makers are requiring greater transparency to meet evolving consumer preferences. With this in mind, we are excited to […]
For decades, consumers, publishers and brands aligned around this premise: seeing an ad is a fair exchange for free content. The popularity of ad-free streaming platforms and ad blockers speak to the fact that this value exchange no longer works for consumers. The more free content, the better, and the only ads that should be […]
Without third-party cookies, targeting, frequency capping and attribution as we know it all die. Burying our heads in the sand and saying ‘everything’s fine’ isn’t going to help anyone. In a move that surprised few, Google announced at the start of the year that Chrome would be following in the footsteps of Safari and Firefox […]
For companies like Uber, the data they hold plays a key role in facilitating usability, and consequently popularity of the app with their customers. Data enables them to start a conversation and foster a relationship between themselves and their customers. For a brand, it is important that their customers get the right message, at the […]
