In Part 1 of our ABM (account-based marketing) series, we discussed creating and obtaining account lists as the first step to any ABM program. Next, we’ll look at understanding the audiences that make up those account lists by establishing a set of rules known as audience governance. An audience governance model is a set of […]
It’s safe to say that eight months ago, no one could have predicted what 2020 had in store, both in terms of the macroeconomic climate and the digital advertising industry. Mere months into the year we were faced with a global pandemic and worsening recession. What’s more, the impending deprecation of third-party cookies and increasing […]
In today’s market, every marketer must spend every advertising dollar in an accountable, outcome-based way, necessitating scalable solutions that enable accurate reach and measurement without the faults inherent to third-party cookies or mobile identifiers. Further, with signal loss diminishing the effectiveness of traditional pixel-based measurement, marketers must invest in solutions without the dependency on third-party […]
Earlier this week, Dreamforce 2022 made its return to San Francisco where Salesforce introduced its new real-time data platform, Genie. LiveRamp was featured as a key partner in Genie’s launch for powering highly personalized customer experiences through enriching and activating data across the advertising ecosystem. Salesforce users can now access LiveRamp technology through the LiveRamp […]
Every good business case needs credible proof points. That’s why LiveRamp commissioned Forrester Consulting to conduct an independent study to define the benefits and cost savings for businesses leveraging Authenticated Traffic Solution (ATS). Forrester Consulting’s Total Economic ImpactTM (TEI) framework identifies the cost, benefits, flexibility, and risk factors that can affect an investment decision. Customers […]
For years, brand advertisers relied on Meta Pixel to understand how their ads perform, leveraging their pixel data to connect with consumers on the Meta platform. However, the power of the pixel is diminishing. Global privacy regulations are expanding rapidly, Apple iOS 14 opt-in rates are decreasing, and 50% of internet browsers no longer support […]
The blog was a written as a collaboration between Travis Clinger, SVP, Head of Addressability and Ecosystem at LiveRamp, and Jeff Nienaber, senior director, global audience ads at Microsoft Advertising There’s often the notion that you have to compromise between consumer privacy and desired business outcomes. Consumer privacy is sometimes seen as a compliance check […]
Getting Addressability Right—Why Fingerprinting is Not the Answer We’re now closer than ever to the end of the third-party cookie, and in March we expect to see AppTrackingTransparency (ATT) rollout as well, changing the way mobile in-app inventory is made addressable. As a marketer or a publisher, you’ve likely been inundated with solutions for a […]
This week Google once again caused quite a stir in the advertising ecosystem. What they announced was nothing new—but a strong reminder that cookie deprecation is real, and with change coming, the time to take action is now. Let’s be very clear—the end of the third-party cookie is going to have a major effect on […]
The onset of the pandemic drastically accelerated healthcare’s migration to an online ecosystem—arguably more so than any other industry. As more patients traded in doctor’s office visits for telehealth appointments, the partners of healthcare providers could no longer rely on in-person interactions to educate and advocate for new treatments and medications. Pharmaceutical companies have had […]
