In February, LiveRamp participated in IAB’s Annual Leadership Meeting 2022 that brought together industry leaders across the entire ecosystem to share their visions for the future and discuss actionable steps to turn those dreams into reality. This year, attendees heard from marketing and advertising executives on topics ranging from addressability, the state of data, measurement and activation, and much more.
LiveRamp’s SVP of Addressability and Ecosystem, Travis Clinger, co-hosted a Town Hall session on first-party data strategies in the quest for true measurement with IAB’s SVP of Programmatic & Data Center, Orchid Richardson entitled, “How Can 1st Party Data Help Solve for Omnichannel Measurement Challenges?” In this clip, Travis shares the biggest takeaways from that session, including how now is the time for marketers and publishers to come together and test fully addressable campaigns—those who have tested have seen compelling results.
Elsewhere on the stage, LiveRamp’s Chief Strategy Officer, David Eisenberg, participated in the panel, “What the Business Community Needs to Understand about Privacy-Enhancing Technology (PETs).” One of the key takeaways from that session was that as an industry, we have a duty to restore consumer trust in advertising. There’s no silver bullet for the end of the third-party cookie, but PETs paired with authenticated addressability offer publishers and marketers an opportunity to target on the open internet in a privacy-safe, effective, and measurable way. Watch the video below to gather additional takeaways from current and future use cases for privacy-enhancing technologies and their significant role in powering addressable advertising in 2022 and beyond.
Contact us to Learn how LiveRamp can help you do more with your data and reach the customers you want across the multi-channel universe.