Over a year ago, Google announced its plan to phase out support for third-party cookies in Chrome. Today, Google provided further guidance on their vision for the cookieless future, announcing that they would be focusing their buy-side technology on Federated Learning of Cohorts (FLoC) and not leveraging other identifiers for their programmatic buy-side platform. Google […]
At LiveRamp, we know that reaching the right audience at the right time and place continues to be an imperfect science. LiveRamp’s Data Marketplace aggregates a diverse group of partners to meet data buyers’ campaign objectives and audience needs. Check out our newest partners below, and keep up-to-date by subscribing to our blog and perusing […]
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 […]
Google’s announcement made a lot of noise last week and with one week’s perspective, we can start to distill the real effect of the announcement vs. the noise. We’ve had a chance to hold many conversations with publishers, partners, marketers, and Google. There are five significant clarifications that are helpful: 1. Chrome is not blocking […]
What is the newest and most effective cross-screen advertising trend? It’s audience suppression, and TV marketers are using it to more effectively manage their cross-screen media portfolio. So, what is this approach and where did it come from? Advertisers know that connected TV is on the rise and that they need to activate their data […]
Change is inevitable, and the best course of action is to embrace it with fascination, not frustration. “Embracing the Era of Addressable TV,” a Forrester Consulting study commissioned by DISH that LiveRamp was proud to cosponsor, takes a look at the TV industry, specifically the actions marketers need to take to navigate the use of […]
Some of our most meaningful experiences as LiveRampers have been when we step outside our usual roles to serve others and work with partners in support of the common good. As a company, we’ve closed the office early so team members can clean Ocean Beach in San Francisco. We’ve provided our technology for free to […]
This week, at its annual Worldwide Developer Conference (WWDC), Apple made several privacy-related announcements that will have an impact on how marketers connect with their customers and how publishers monetize inventory. Here’s a quick recap on two key updates, and what you can do to take action today: What Apple announced IP address blocking with […]
According to eMarketer, in 2020, consumers spent over 33% more time with CTV than the previous year, and those numbers aren’t expected to drop in 2021, despite the ease of the pandemic. Time spent on CTV, along with OTT subscriptions, smartphones, digital video, and digital audio is expected to remain constant—and even increase this year. […]
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 […]
