The past year saw us bear witness to an array of major milestones and announcements in the adtech and martech industries, including the Australian Competition and Consumer Commission’s Digital Platforms Inquiry report, the commencement of Open Banking, and Facebook cutting off third-party data access to advertisers. The impact of these announcements percolated through the year […]
The overall advantages of using machines to make purchasing decisions on advertising impressions are undeniable. In fact, over the last few years, programmatic advertising has evolved to become the preeminent way brands/ their agencies buy display. And, as we see programmatic achieving positive results just as well for brand marketing as for direct response – programmatic […]
Data is a double-edged sword. It is the key to unlocking innovation. It has also become one of the biggest obstacles to business transformation and customer experience excellence. This is due to the exponential growth of data where it is siloed, scattered and probably even copied everywhere else. This is data fragmentation taking place and […]
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 […]
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. […]
Measuring cross-channel performance is difficult. In fact, according to a recent eMarketer study, 34% of marketers surveyed still rely on individual channel analysis and channel-specific metrics to measure the success of their marketing campaigns. Hardly surprising, once you add to the complex digital measurement landscape all the different media platforms and sales channels such as […]
The importance of interoperable identity in reaching key audiences for high-impact, revenue-generating convergent TV campaigns This blog is written in conjunction with Kailey Hoo, Vice President of Product Development at OpenAP. With connected TV (CTV) poised to grow by more than 14% in 2023, to a total share of nearly a quarter of all ad […]
Financial services marketers are facing a tidal wave of challenges. Not only are consumer expectations continually on the rise, but we are truly at a historic crossroads for the advertising ecosystem. As LiveRamp’s CEO Scott Howe recently shared, “We are on the verge of rebuilding the digital advertising ecosystem from one built around the third-party cookie […]
