Marketers: Scaling a Media Network Requires Standardization
Why now is the time to act
Commerce media networks are on track to generate $107 billion in ad revenue by 2027, making them one of the most powerful growth opportunities in advertising today.
Most brands work with eight to ten different networks and struggle to make sense of them all. In this fragmented landscape, measuring performance can feel like comparing “apples to oranges to grapes to bananas.” When every network uses different metrics and processes, you risk inefficiencies, inconsistent insights, and revenue left on the table. Standardization solves this. It happens through data collaboration in clean rooms.
In this episode of Here’s the Deal, Lori Johnshoy, Head of Commerce Media Networks at LiveRamp, shows you exactly how it works. Watch now to learn how consistent performance metrics and repeatable processes build transparency, strengthen trust with your commerce media partners, and drive more revenue for advertisers and media networks alike.
Transcript
Commerce media networks are booming, and for good reason. But, there's a challenge, and if you don't address that challenge, you may be leaving money on the table. I'm Lori Johnshoy, Head of Commerce Media Networks for LiveRamp, and here's the deal.
Experts say commerce media networks are forecasted to be a hundred and seven billion in ad revenue by 2027.
The data that we look at says that brands and services work with eight to ten media networks. They're working with those media networks to display their advertising, either on platform or off platform or in their stores or location. But there's one problem. When you work with that many media networks, it gets very difficult to understand how they're performing. It's like you're trying to compare apples to oranges to grapes to bananas, and you're not sure how things are performing. That's why standardization across media networks is so important.
There are three specific things that standardization solves. The first one is creating consistent performance metrics across media networks. This way advertisers are actually able to understand how they're performing at each and every one versus them coming up with their own conclusions and thinking you're grading your own paper. The second thing standardization will do is drive efficiency.
Efficiencies are critical as your media network grows. You need to streamline the business and not continue to throw resources against every challenge as that will affect the bottom line. Your advertisers understand what they're getting, and you don't have to redo things every time. The third thing is transparency.
Media networks that provide transparency to their advertising partners build trust.
When you build trust with your partners, you have stronger relationships. Those relationships allow you to collaborate even further. It allows you to come up with new ideas that you may have had in the past, and it results many times in more revenue. So how does standardization happen? It happens through data collaboration in a clean room.
When partners get together and securely collaborate, they're able to pull out new insights about their business that they didn't know before. And what does that do? It propels revenue for not only the advertiser, but for the media network.
Commerce media networks are on track to generate $107 billion in ad revenue by 2027, making them one of the most powerful growth opportunities in advertising today.
Most brands work with eight to ten different networks and struggle to make sense of them all. In this fragmented landscape, measuring performance can feel like comparing “apples to oranges to grapes to bananas.” When every network uses different metrics and processes, you risk inefficiencies, inconsistent insights, and revenue left on the table. Standardization solves this. It happens through data collaboration in clean rooms.
In this episode of Here’s the Deal, Lori Johnshoy, Head of Commerce Media Networks at LiveRamp, shows you exactly how it works. Watch now to learn how consistent performance metrics and repeatable processes build transparency, strengthen trust with your commerce media partners, and drive more revenue for advertisers and media networks alike.
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