Every organization’s marketing capabilities evolve over time. As you grow, your marketing efforts scale – you add new channels to the mix and work with new partners. Yet too often, companies don’t scale their marketing measurement tactics effectively alongside growth. This can result in inefficient resource allocation, missed opportunities for optimization, and a lack of […]
With GDPR a little over one month away, many companies are in the throes of achieving compliance and also looking beyond May 25. GDPR questions about “what happens now, and what happens next” were certainly top of mind for speakers on the RampUp 2018 panel, It’s About More Than Just Privacy: Trust And Ethics. While […]
Uber’s all about getting their users from point A to point B. So what gets Uber’s data from their CRM database into the digital space? Why, LiveRamp of course! Tesäen Chavis, DMP manager at Uber, uses RampID to connect Uber’s data from their CRM to pseudonymous channels so they can test user segments and find […]
Greetings from RampUp 2019! Here’s a recap of what happened during our preconference that you may have missed: Insight #1: IdentityLink is now available for demand-side platforms (DSPs). Yesterday morning, LiveRamp announced the availability of IdentityLink for Real-Time Bidding, enabling DSPs (demand-side platforms) to receive the access to IdentityLink that supply-side platforms (SSPs) get through […]
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 […]
