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 […]
Google’s announcement made a lot of noise the other week, and with a week’s perspective, we can start to distill the real effect of the announcement vs. the noise. We’ve had a chance to hold many conversations with publishers, partners, marketers, and Google. There are five significant clarifications that are helpful: 1. Chrome is not […]
‘In Conversations With…’ is a LiveRamp series where we bring together leading voices in the industry and ask them to share their thoughts on identity, data transparency, addressability, and why they love working in this constantly evolving realm of marketing, advertising, media, and tech. In the newest edition of ‘In Conversations With…’, Christopher Blok, Enterprise […]
It’s safe to say that eight months ago, no one could have predicted what 2020 had in store, both in terms of the macroeconomic climate and the digital advertising industry. Mere months into the year we were faced with a global pandemic and worsening recession. What’s more, the impending deprecation of third-party cookies and increasing […]
With Google having announced plans to phase out support for third-party cookies in Chrome within the next two years, there is a conversation in the market around how marketers and the adtech industry can find ways to identify and connect with customers. LiveRamp recently hosted an industry panel session, in collaboration with Which-50 to discuss […]
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 […]
We recently interviewed Ben Moreau, director for strategy and innovation at Experian Asia Pacific to discuss the power of data-driven marketing and how it drives the effectiveness of a marketing campaign. Experian is a LiveRamp partner, its data is available through the IdentityLink™ Data Marketplace feature. 1. Why do you think data-driven marketing is important? […]
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 […]
Understanding your customer journey is the core marketing task of the 21st century. Where before it was essentially a “black box” with campaigns going in and sales (hopefully) coming out, digital media and its associated data have shone a light in and started to illuminate what’s actually going on. But as we’ve seen in the […]
“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 […]
