Marketing addressability tactics have a choice: adapt to an increasingly cookieless world or perish. As third-party cookies crumble, it’s fallen on marketers to leverage other data types (namely first- and second-party) through reliable and secure data sources. That’s why connected, collaborative and consented consumer data is at a premium. It’s why trust-based data partnerships are […]
Brands in the digital age face a paradox when it comes to customer data. On the one hand, they are inundated with an ever-expanding deluge of possible data points across every interaction, transaction, and touchpoint. At the same time, regulatory bodies are increasing scrutiny and restrictions over how that data is collected, combined, and used. […]
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, […]
It’s no surprise that the holidays are a challenging time to earn the attention of consumers. What may not be as obvious is that you can use data to help you cut through the clutter and win shoppers’ all-important holiday dollars. Even though Black Friday is just around the corner, it’s never too late to […]
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 […]
Today’s marketers are in a bit of a pickle. On one hand, they need to be everywhere their customers are and readily adopt new channels. On the other hand, they need to bring all of their data and touchpoints together to understand their customer journey and create better experiences. Bridging these two challenges isn’t easy, […]
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 […]
By Christopher Blok, Enterprise Sales, ANZ at LiveRamp Recently, there has been an increasing level of consumer confusion and distrust about how data is collected and used by publishers, marketers, and brands. This is because we, as a collective industry, have not been transparent enough. While third-party cookies have long been the backbone of the […]
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 […]
What to Know About Data Clean Rooms and Generative AI Data clean rooms increasingly are a go-to for data collaboration between partner companies or internal enterprise teams in a way that offers compatibility with most privacy requirements. The idea of integrating new technologies like generative AI has raised questions about consent, bias and risk. When […]
