Boston Consulting Group refers to retail media as a $100 billion opportunity, presenting a major opportunity for CPG suppliers to connect with consumers and better understand their needs through data collaboration. Six years ago we embarked on a journey with Carrefour, a leading global retailer, to not only improve their marketing efforts but accelerate their […]
As a result of privacy regulations, the imminent death of third-party cookies, implementation of Apple’s ATT, and soon, the loss of IP addresses and other device-based identifiers amidst evolving privacy regulation and restrictions at the browser- and device-level, the adtech ecosystem has become increasingly fragmented. Each of these changes has affected critical marketer workflows, including […]
As a marketer, your program measurement should reflect how the tactics are supporting the goals of the organization, while also acknowledging team and campaign efforts. For B2B marketers, this means tracking how efforts are contributing to opportunities, leads, and wins in your sales pipeline. Given the long and complex sales cycles for B2B businesses, these […]
The open Internet represents one of the great paradoxes in advertising—it offers marketers enormous reach and the ability to engage with consumers, but to effectively do so is difficult and hard to measure. Advertisers and publishers have been forced to accept the flaws of an antiquated cookie-based ecosystem that include: Loss of data and match […]
Today we are proud to launch LiveRamp’s new brand identity and introduce a more modern approach that reflects the company we are today, and our role as a trusted partner. By combining elements of energy, dynamism and simplicity, LiveRamp’s brand now visually communicates what we do for our clients every day. With LiveRamp, data can […]
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 […]
Marketing teams spend countless hours each year on campaign planning, from determining budgets and campaign goals to defining audiences, messaging, and KPIs. Often, measurement marks the end of a campaign, rather than a step within the journey. But leaving measurement for post-campaign analysis can mean disregarding the time and effort spent on each component of […]
As the digital advertising ecosystem embraces new privacy practices, NBCUniversal wants to enable more effective marketing for its advertisers, as well as power engaging and personalized interactions for customers. Working with LiveRamp, NBCUniversal is implementing Google Display & Video 360 Publisher Advertiser Identity Reconciliation (PAIR), a solution that enables NBCUniversal to securely and privately reconcile […]
LiveRamp’s Identity Resolution Solution is now available on the Databricks Marketplace and Data Intelligence Platform, enabling powerful, cookieless marketing capabilities interoperable with any CDP solution. The days of relying on third-party cookies for reach and measurement are numbered, driving a need for first-party, privacy-centered solutions that keep marketers’ insight into customer behaviors strong. But the […]
