At this point, we’ve heard it a hundred times. “The third-party cookie is going away;” “The ‘cookiepocolypse’ is upon us;” “Digital marketing will never be the same.” While these statements are true to some degree and the industry as a whole has embraced the fact that change is coming, have we fundamentally understood why this […]
In recent years, walled garden platforms have become dominant forces in digital advertising, boasting massive user bases and advanced targeting capabilities. However, these closed ecosystems also present challenges for marketers, from limited data transparency to higher ad costs. The ongoing deprecation of third-party cookies makes navigating walled gardens even more critical. In this article, we’ll explore walled […]
Over the last year, LiveRamp has stated that one of the next significant changes in addressability (after Google and Apple’s web and mobile announcements) would directly affect Connected TV (CTV) advertising. That change is the restriction or loss of the IP address as a means to identify an individual or household. Apple has already announced […]
‘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 […]
The average person today owns multiple connected devices. Smartphones, tablets, laptops, desktops, smart TVs, video game consoles, streaming sticks—consumers may use any combination of these and other devices every day. This fragmented, device-based customer data footprint creates a tremendous challenge for marketers seeking to deliver personalised experiences across channels. But it’s certainly not insurmountable. LiveRamp identity […]
Marketers and publishers have embraced LiveRamp’s Authenticated Traffic Solution (ATS) as the post-cookie solution of choice. To date, hundreds of publishers, brands, and platforms across the globe, including the U.S., UK, France, Italy, Spain, Germany, Australia, and Japan, have adopted ATS. Enabling hundreds of brand advertising campaigns already in the first quarter of 2021 alone, ATS […]
Last week, Google announced a new date for the deprecation of third-party cookies: 2023. Specifically, the phase out will take place over a three-month period from mid-2023 to later that year. Google also announced that they’ll combat fingerprinting more aggressively with changes to Chrome and make Privacy Sandbox technologies available to the industry in late 2022. Google’s news […]
Attribution is the practice of tracking and valuing all marketing touch points that lead to a desired outcome. The expansion of marketing channels and tactics has left marketers asking, “what’s working and what’s not?” In our recent blog we analysed the true definition of attribution and the various subcategories that relate to marketing measurement. This blog explores […]
For this post, we sat down with the JAPAC Managing Director of Factual, Chris Pattinson, to discuss the power of data-driven marketing and how it drives better performance. Factual is a LiveRamp partner; its data is available through the IdentityLink™ data marketplace feature. 1. How is the data-driven ad landscape in Australia shaping up against counterparts […]
The new search to uncover audience insights Marketers have long relied on first- and third-party data to support their marketing activities – and with good reason. First-party data is rich, reliable and precise – gathered directly from loyal customers through sources like loyalty programmes, newsletter signups, purchase history and more. Third-party data – user level data […]
