Since the beta for IAB’s Transparency & Consent Framework (TCF) v2.0 went live on March 31, now is the time to make transition plans from v1.1, or plan out your adoption strategy if you didn’t participate in prior iterations. Below, we’ve outlined a three-phase process and recommended timelines for each. Starting your preparations early to allow […]
Consumer media consumption is evolving so quickly that media measurement is struggling to keep pace. The ecosystem is calling out for a next-generation measurement alternative. LiveRamp continues to be an innovator in the marketplace, driving change first within the ad-tech space—and more recently within the television ecosystem—by continuing to forge key partnerships and investments within […]
Unlike digital marketing for B2C audiences, B2B requires data on an account level. B2B marketers looking to activate account-based marketing campaigns, or ABM, need a deeper understanding of the sales pipeline, account attributes, and engagements as prospects move through the marketing funnel and into the sales cycle. What Exactly Is ABM (Account-Based Marketing)? ABM is […]
There’s a lot of talk about solving for identity while maintaining an individual’s privacy: how it will or should work, and whether or not these solutions meet the ethical bar and put individuals first. It’s time to go beyond the smoke and mirrors, and have a frank conversation about the complex nature of identity. Let’s […]
Privacy and identity are intrinsically related; there isn’t one without the other. Privacy enables individuals to draw boundaries across their public and private identities and take control of how they present themselves in different scenarios. For example, Tim Geenen, GM of Privacy & Consumer Experiences at LiveRamp, is very different from Tim Geenen, house DJ […]
Account-based marketing (ABM) campaigns involve a harmonious blend of varying components to successfully deliver on campaigns, and B2B marketers can often be thought of as orchestra conductors. In the ABCs of ABM series, we’ve explored the fundamentals of building an account list. We’ve also learned how establishing a set of guidelines, called audience governance, is […]
Barista: How do you take your coffee? Me: Very, very seriously. What does coffee have to do with ad tech? We’ll get to that, but first, let’s paint a picture of the coffee industry. Coffee is considered a commodity and is traded as such. In the not-too-distant past, blended, mass-roasted coffee was the only thing […]
Normal is a word that many yearn for in times of uncertainty. While no one knows when we will return to “normal” and what that even entails, the best we can do is learn to embrace change and figure out how to drive business growth. This was on my mind when I kicked off our […]
We’re energized by today’s announcement by the Association of National Advertisers (ANA), 4A’s, IAB, and others on the Partnership for Responsible Addressable Media and we are excited to be part of the effort. This enhanced focus will help solve widespread issues of privacy and addressability on the open web and digital advertising—key issues that we […]
Now that you’re up to speed with building ABM account lists, the importance of audience governance, and what to look for in an ABM platform, it’s time to begin your campaign. In this blog, we’ll be discussing ABM activation, namely how to take those ABM audiences you’ve created and make them actionable. It’s important to […]
