On May 30th, LiveRamp hosted RampUp 2013. Hundreds of marketers and ad tech leaders came together to discuss the convergence of offline and online data. Over the next month, we will be posting videos of RampUp sessions. Today, watch our fireside chat with Neal Mohan, Google’s VP of Display Advertising:
A few key lessons from the speech:
In light of the changes such as Firefox’s block on third party cookies, Mohan reminded everyone that the core goals of advertising will remain the same. “In the end of the day we’re all in the business of reaching and touching consumers, creating something that’s relevant for them, engaging for them.”
When asked about brand advertising, Mohan mentioned that digital platforms can now help brands find the audience they want, engage with that audience at scale, and measure the brand lift and real sales lift of that effort. “It’s a 200 billion dollar opportunity.”
On the future of advertising, Mohan looked forward to the tools and technology that will make advertising more creative but also predicted a pervasive consumer-choice driven environment. The real question will become: Can we create something memorable and meaningful?
Look forward to tomorrow’s video on The Future of the Cookie.