The cookie has long been the bedrock of the online advertising ecosystem, but with Google pulling the plug on third-party cookies, that’s all about to change. Google’s announcement may have initially sparked concerns for marketers and publishers across the open web, but in providing a two-year runway until third-party cookies are officially banished from Chrome, […]
We’re just over halfway through 2020—an unprecedented year, to say the least. Companies have had to shift spending, rightsize expectations, and pivot their businesses in ways they could not have predicted. They have become even more reliant on data and analytics to guide major decisions, exposing intelligence gaps that require the right teams, data, and […]
TikTok and LiveRamp have partnered to launch a sales lift measurement solution for CPG brands in the UK and France. The measurement solution will report on sales lift for brands that advertise on TikTok. It measures the incremental sales lift of offline and online purchases after seeing an ad on TikTok. Through partnerships with some […]
If you want to understand big data marketing, then consider ‘normal’ marketing to be jumbled mess without analytical data. Marketers need relevant information to develop the company’s marketing strategy. The tools they use are market research, target group analyses, statistics, consumer behaviour analyses or competitors’ results. The web has allowed access to an infinite amount […]
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 […]
Today, Google Chrome announced that instead of deprecating third-party cookies, they will enable users to make an informed choice around their browser preferences. This is a major development and welcome news for those still preparing for a cookieless future, but not one that changes where our ecosystem is headed: marketers want to personalise and measure […]
Retail Media Networks (RMNs), Connected TV (CTV), and media platforms offer advertisers a vast number of unique opportunities to reach their target audiences through paid media campaigns. Managing campaigns across these different channels has always been a challenge, but has become particularly complex with the evolving privacy regulations, cookie deprecation and data fragmentation. Today, advertisers […]
The cornerstones of LiveRamp’s products are accuracy, efficiency, and speed, which requires our solutions to be capable of scaling massive quantities of data. Our customers rely on real-time data analysis to measure the reach of advertising campaigns, and this often involves calculating the cardinality of datasets with tens of millions of users or stacking intersections […]
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 […]
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 […]
