Marketing Innovation Blog

Webinar Recap: Powering Data-Driven B2B Marketing Campaigns with LiveRamp B2B

B2B marketers have unique challenges: longer sales cycles, target audiences that are not always readily identifiable, and a myriad of decision makers and influencers who impact a purchasing decision. Given the current B2B landscape, we invited SiriusDecisions’ John Donlon and IBM’s Thomas Boos to discuss what it means to be data-driven, why data unification ...

Planning for a Data-Driven Future

We exist in sensor-embedded environments that recognize us, observe us, react to us, and deliver experiences that are tuned to our needs. All this is made possible by the massive amount of data we create every day, a resource that is infinite and ever-growing. As we progress through the future with chatbots and home ...

SXSW 2019 Recap: Creating Authentic Brand Relationships

I’ve recently returned from Austin, where SXSW 2019 just wrapped up. Much of the conversation at SXSW this year revolved around artificial intelligence and paradoxically, human-based interactions. Specifically, brand marketers were focused on authenticity––what it means today and what lessons can be learned from direct to consumer brands (DTC) and large brands alike. During ...

What Is CCPA (California Consumer Privacy Act) and What Does It Mean To Marketers?

In June 2018, California legislators passed the California Consumer Privacy Act (aka CaCPA or CCPA). CaCPA’s rapid passage – it started as a ballot initiative that was removed in favor of a legislative replacement that went from draft to law in less than a week – creates a number of challenges for companies due ...

LiveRamp Innovation Studio at RampUp 2019

At RampUp 2019, we inaugurated the LiveRamp Innovation Studio, where we presented new projects we’re working on and answered questions on our current LiveRamp offerings. Here’s a snapshot of what was shared:

Cross-DSP optimization

We all know the issues in programmatic: multiple DSPs, inefficient ad spend, poor customer experiences, and more. To address them, we’re teaming up ...

Probabilistic vs Deterministic Matching: Our Viewpoint on Identity Graph Methodologies

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 personalized experiences across channels. But it’s certainly not insurmountable. LiveRamp ...

Marketing Innovation

Keep up to date on the latest announcements, events, and happenings from the connectivity community.

Cross-DSP optimization