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 […]
We’re now closer than ever to the end of the third-party cookie, and in March we expect to see AppTrackingTransparency (ATT) rollout as well, changing the way mobile in-app inventory is made addressable. As a marketer or a publisher, you’ve likely been inundated with solutions for a post-cookie world and the fact is, you need […]
Last week, Google once again caused quite a stir in the advertising ecosystem. What they announced was nothing new—but a strong reminder that cookie deprecation is real, and with change coming, the time to take action is now. Let’s be very clear—the end of the third-party cookie is going to have a major effect on […]
As an industry, we’ve known for a while that the time is up for the third-party cookie. As the identifier continues to be dropped across the ecosystem, we have finally reached an inevitable crunch point. Consumer trust has been lost and consequently, regulators have stepped in and browsers like Safari, Firefox – and soon Chrome […]
Today’s consumers are truly in the driver’s seat. Operating as part of a multi-channel, device-driven world, there are more touchpoints and channels that marketers must navigate than ever before. In order to effectively target consumers, marketers must ensure each interaction is tailored and targeted to specific audience groups – or risk missing the opportunity to […]
It’s no surprise that the holidays are a challenging time to earn the attention of consumers. What may not be as obvious is that you can use data to help you cut through the clutter and win shoppers’ all-important holiday dollars. Even though Black Friday is just around the corner, it’s never too late to […]
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 […]
Personalised marketing is not the future. It’s the present. Already, 71% of consumers expect their interactions with companies to be personalised, and 76% get frustrated when they aren’t, according to McKinsey research. And this translates directly into better business performance. The same McKinsey report also found that more than three-quarters of consumers surveyed said personalised […]
Establishes the industry’s only interoperable platform for data collaboration across all clouds and walled gardens For the first time, companies will have one, simple platform to measure campaigns across all programmatic and media channels as well as walled gardens, including Amazon, Google, and Facebook, and connect data seamlessly across clouds, warehouses, and clean rooms, including […]
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 […]
