Marketers today often gauge the quality of an identity vendor based on match rates, and accurate match rates are largely determined by whether an identity graph is deterministic or probabilistic. In a previous post, we covered the need to move beyond the overly simplistic and misunderstood framing of deterministic versus probabilistic and realize that both […]
Knowing when a prospective customer is in-market for a B2B solution can be a challenge for B2B marketers. B2B buying cycles are often 12 to 18 months long and purchase prices can be tens of millions of dollars. Perhaps most importantly, buying decisions are made by a buying committee averaging seven or more members. In […]
At LiveRamp, we embrace innovation that solves emerging problems for marketers. Our platform was built with a deterministic approach and provides a fundamental capability for marketers—connecting fragmented consumer identities to deliver better customer experiences. As robust regulation, browser restrictions, and consumer preferences curtail the effectiveness of cookies, we’ve built infrastructure that allows ecosystem-wide use of […]
This past summer, Twitter announced they would be deprecating third-party data in their ad buying platform at the end of January 2020. Currently, Twitter offers access to third-party audiences to supplement platform-native and marketer’s first-party data for campaign optimization. This workflow will soon change as the removal date for third-party audiences is right around the […]
Television ad campaigns are still a valuable investment, with consumers watching more than a day’s worth of programming each week. Now, advertisers have more power than ever to reach audiences where they’re spending the most time—and that’s not always in front of a set-top box in the living room. Viewers also are no longer confined […]
For B2B marketers, finding your target audience can be like peeling back the layers of an onion. People change jobs, use different devices, and decisions might require entire buying committees, all increasing the complexity of reaching the right people across marketing channels. Luckily, onboarding your first-party data unifies offline data and maps professional data to […]
Growing concerns over consumer privacy have led to regulations that now govern how businesses are handling customer data. In Europe, the General Data Protection Regulation (GDPR) requires businesses operating in the European Union (EU) to give consumers control and choice over the personal data that is collected and used, and in most cases, must ask […]
When the General Data Protection Regulation (GDPR) went into effect in the EU in 2018, some consumers were quite surprised when privacy notices popped up on the websites they visited. However, in 2020, the EU has reached a point where the absence of privacy statements is more noticeable than their presence. What’s more, consumers are […]
As the number of COVID-19 cases continues to rise in the U.S., health officials are calling on the public to embrace telehealth services as a safe means of initial diagnosis of COVID-19, the disease caused by the novel coronavirus. Convenient access to medical professionals in a safe home setting is also ideal in protecting and […]
As data privacy regulation becomes the new normal, compliance becomes the baseline of expectations. As such, when it comes to consumer-facing compliance technologies, such as a preference and consent management platform (CMP), it’s imperative to work with a partner that not only enables compliance, but furthers your monetization strategies while providing a seamless consumer experience. […]
