As we enter the heart of upfront season, TV’s constant change continues unabated. Just within the last few months, we have seen the emergence of new platforms (with no “fasting” for FASTs) for the industry to take into consideration, as well as more updates in the cross-screen measurement conversation. In order to take advantage of […]
By now, we all know that quality data is the future of business, and of marketing in particular. It’s how brands understand who their customers are, and how they get the right messages in front of the right consumers at the right point on their path to purchase. In 2023, leveraging data is table stakes […]
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 […]
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 […]
Media buyers can now take control of their data destiny with access to more granular data and insights via data collaboration and modern data clean room software. Media buyers are increasingly in a bind — with increased pressure to influence sales in spite of data regulations cutting into their use of cookies to track ad […]
Digital media continues to redefine the landscape for marketers, brands and consumers alike. As these technologies continue to grow in complexity, collecting information that’s more personal and unique than ever. It has presented marketers with a wealth of opportunities to be more targeted. User data today no longer refers to a group of key audience, […]
Yesterday, Google provided further guidance on their vision for the cookieless future, announcing that they would be focusing their buy-side technology on Federated Learning of Cohorts (FLoC) and not leveraging other identifiers for their programmatic buy-side platform. Google highlighted the importance of first-party data and developing strong, direct consumer relationships – a truth LiveRamp has […]
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 […]
On Feb. 16, 2022, Google announced a multi-year initiative to expand its Privacy Sandbox to Android, with the goal of introducing new, more private advertising solutions. Specifically, these solutions will operate without unauthenticated cross-app identifiers, including the Android Advertising ID (AAID), and will limit sharing of user data with third parties. They’re also exploring technologies […]
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 […]
