Marketing Innovation Blog

All the right marketing technology for advanced TV media buying

Every marketer, regardless of discipline, has a holy grail in mind. For analysts, it may be having a holistic view of the customer journey. For creatives, it may be having the team and tools to conceptualize and generate impactful experiences. And for media buyers, it may be the ability to take a single media ...

So You Bought a Super Bowl Ad. Now What?

[Editor’s note: This article was originally posted in AdAge and has been reposted with permission.] Now that the Super Bowl has ended, the game’s advertisers next play is to track return on ad spend (ROAS). Advertisers are intelligently growing their audiences and determining who of these people are real prospects. Historically, Super Bowl fans could ...

Ad Fraud Prevention: Building the Case For People-Based Marketing

This blog was originally posted on RampedUp.us. Read the full post here. According to Forrester, ad fraud will reach $10.9 billion in wasted spend by 2021. This figure speaks to marketers’ constant struggle with digital advertising fraud and the havoc it wreaks on targeting, budgeting, and measurement - if you can’t even be sure that ...

The Many Paths To People-Based Measurement

Measuring the ROI of marketing activities has never been easy. And it isn’t getting easier as the buying journey gets more complicated, and more fragmented, split across multiple devices. People leave behind a rich trail of demographic and behavioral information in their digital wake. The problem is that most of that data is anonymized, ...

TV Advertising is Alive, Well, and Evolving Fast

This blog was originally posted on RampedUp.us. Read the full post and listen to the full interview here. At RampUp in New York, we sat down with Fred Bucher, CMO of Spectrum Reach, to talk about the past, present, and future of TV advertising. Listen to the audio file here or read the interview below: Audrey: ...

LiveRamp Acquires Pacific Data Partners

Today, I am happy to announce our acquisition of Pacific Data Partners— a company focused on revolutionizing business-to-business (B2B) marketing. This acquisition will help LiveRamp enable B2B marketing with people-based precision, solidifying our position as the leading provider of identity resolution capabilities that power people-based marketing. Pieter De Temmerman and Grant Ries, cofounders of Pacific ...

5 Key Steps to Data Monetization: Package and Differentiate Your Data

When it comes to data monetization, two realities define the business landscape facing a new data provider: the overwhelming amount of data flooding the market and the number of players in the market. In such an environment, advertisers are looking for offerings with a clear benefit from trusted providers. That means your data sets ...

Advanced TV trends: conquering the original small screen

Remember when TV was the small screen? Back then, what we now call cell phones were car phones, and mobile advertising was a billboard on the side of a bus. How times have changed. And how imperative it is for TV to claim its place in today’s customer experience as a measurable channel for ...

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