Marketing Innovation Blog

LiveRamp to acquire Data Plus Math to fuel outcome-based investment for TV

Driven by advanced TV trends and increasing consumer choice, TV continues to be the most engaging screen in the household. These trends are also making it difficult for programmers to fully value audiences and for enterprise marketers to tie investments in TV to important business outcomes. To help our customers innovate in this rapidly ...

Data buying marketplace—or matchmaking?

June 17, 2019
Ben Webb

U.S. marketers spent over $19 billion acquiring and activating third-party customer data in 2018. It’s fuel for the personalization engine—helping brands and marketers build meaningful audiences, and then reaching them with tailored messaging for more dynamic advertising.

Great people-based marketing needs high-quality data

It’s not enough to use third-party data – identifying the high-quality segments to ...

Marketing tech stack disarray is harming customer experience. Here’s how to fix that.

Do me a favor. Take a second and count how many different tools, apps, systems, and platforms you use to track your customer’s journey. It’s a lot, right? And you’re not alone. A quick look at the marketing tech stacks that companies submitted to the 2018 Chiefmartec.com Stackies Awards shows that most operational marketing ...

Thank You (Upfronts), Next (with apologies to Ariana Grande)

Thought we’d draw in Millennials, But broadcast just isn’t a match. Wrote some big checks to the networks,Now we shake our heads and question all that‘Though we’ve been married (since 1962),And last year spent $70 billion,We’d like to hit the pause button,‘Cause viewership’s sinkin’. Like Ariana Grande, we have learned from but are outgrowing broadcast ...

Launching Authenticated Traffic Solution to Democratize People-Based Identity for Publishers

The publishing business has changed tremendously in the last decade. Readership patterns, and degraded business models have disintermediated many publishers from their readers. The effects of these changes are currently amplified by poorly crafted legislation, unilateral policy changes by browsers, and consumer engagement shifting to new formats. We believe it is every publisher’s right ...

Data-Driven Marketing: Leveraging the Power of Data to Achieve Marketing Goals

Recently, I had the pleasure of participating on a panel at the Criteo Commerce Forum. I had a great discussion with Criteo’s Vice President of Global Strategic Initiatives, Tim Rogers; and DICK’s Sporting Goods’ Manager of Digital Media, Bill Noel, about collaboration across the industry and how brands can work with best-of-breed platforms to ...

Marketing Innovation

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

Great people-based marketing needs high-quality data