Amanda Martin

Sign up now for our webinar on June 5th on the exciting developments in leveraging first party data using LiveRamp to achieve stronger ROI.

6

As #thirdparty cookies near deprecation, ad tech companies are innovating to build audiences for media buyers. #Sellside curation is emerging as a key trend, where #firstparty customer data from buyers is matched with publishers' first-party audience data to create private marketplaces (#PMPs). This shift changes the traditional roles of #DSPs, #SSPs, and #DMPs, leading to new dynamics in the #programmatic ecosystem. Key Highlights: ✅ SSP Curation: SSPs now leverage first-party data from publishers, enabling large-scale activation of second- and third-party audiences without third-party cookies. ✅ Data Marketplaces: SSPs are partnering with third-party data providers to enhance audience matching, creating new data marketplaces. ✅ Real-Time Reporting: SSPs offer real-time data matching and reporting, improving transparency and efficiency. ✅ Flexibility and Control: Sell-side curation provides advertisers with more flexibility and control over audience identifiers, bypassing DSP limitations. ✅ Industry Impact: The evolving landscape is creating new opportunities and tensions, as SSPs gain prominence and DSPs adjust to reduced control. As the ad tech industry adapts to the loss of third-party cookies, sell-side curation is transforming how audiences are built and targeted, paving the way for a more connected and efficient advertising ecosystem. #sellsidecuration #programmatic #advertising

52

4 Comments

Interesting insight into conversations between Google and publishers, all seemingly focused on yield optimization for their respective organizations with little discussion on improving advertiser campaign performance or return-on-ad-spend. Advertisers investing in programmatic digital media really need to take note of the continued lack of transparency, hidden ad tech fees, and manipulative pricing methodologies that are emblematic of this space and that are sapping their working media dollars.

1

Your digital advertising just got a privacy reboot 🔒 Discover how data clean rooms enable brands and publishers to securely collaborate on audience insights while protecting customer data. LiveRamp's new guide explores 12 ways that top marketers: ✨ Build richer profiles from data locked in silos 🎯 Optimize targeting and frequency across walled gardens 📊 Measure granular ROAS and incrementality metrics Learn how smart marketers are turning signal loss into business wins: https://lnkd.in/d-xFJP_q #datacollaboration #dataprivacy #measurement

5

With cookies disappearing, advertisers are exploring new approaches. In fact, programmatic growth is expected to outpace nonprogrammatic, as advertisers focus strategies on first-party data and invest more in closed ecosystems like walled gardens. Download the Programmatic Ad Spending Forecast H1 2024 from eMarketer to: ✅ Understand the impact of cookie deprecation on transaction methods and devices ✅ Discover why advertisers are turning to walled gardens and how this will affect advertising across the open web ✅ Learn what’s next for Google’s Privacy Sandbox, smaller advertisers, and 2024 TV upfronts trends Grab your copy now: https://lnkd.in/dX6D8FSz

3

1 Comment

According to Lotame's The State of Data Collaboration: A Global Perspective report, 98% of marketers are struggling to fully harness their data. So, what's the path forward? Data collaboration platforms could be the solution that can help marketers integrate data, break down silos, and unlock new use cases. #Martech #DataCollaboration #FutureOfMarketing

1

Think of your marketing strategy as a treasure hunt. LiveRamp's "Measurement Primer for Brands" is your trusty map! Dig into how to maximize ROAS, unravel data silos, and navigate privacy regulations. https://lnkd.in/gBPjigx6

3

A compelling argument for the importance of experiments and the use of Bayesian modeling. The objection/notion of isolated, walled garden experiments is slowly becoming obsolete. As advertisers increasingly leverage open-source or proprietary geo/user-based experimentation on their own internal metrics, the need for incrementality testing as the gold standard for establishing media causality becomes undeniable. Incorporating experimental data into a Bayesian framework should enable more accurate and actionable insights in this regard.

13

Check out this AdExchanger piece by TrueData's own David Berman! Learn about factors impacting data collection across the internet that you should pay attention to and strike a balance between accuracy and scale to reach your audience effectively. https://lnkd.in/gDmdRiRB

30

1 Comment

Digital video ad spend is becoming more performance-driven, with tangible metrics like sales, store visits, leads and website actions now the most important KPI for determining success with digital video. #mediaplanning #mediabuying

5

#shifthappens. A lot. And very often. And now publishers can see it live & direct when using our unic Sense plaftform! The Independent put search at the core of their strategy and they are right! If you are a publisher in my network and want to know more about Sense outputs and capabilities, reach out to Pascal, Jean-Baptiste or myself, don’t be shy, we’re here to show you the magic. #captify #cookielessnow #searchintelligence #buildingaudiences #leadwithintent

2

This is a great read! Check out this report from Mars United Commerce that evaluates the benefits of multi-touch attribution vs. marketing mix modeling in understanding the impact of your connected commerce strategy: https://lnkd.in/gZq6fKdg

3

Auditable AI(TM) for targetable look-alike audiences that outperform today's black-box AI alternatives, in market today. Come see it to believe it!

26

You don’t need a crystal ball to understand your customers. 🔮✨ With cookies fading away, it's time to rethink your approach. From flexible data tools to privacy-first strategies, LiveRamp has you covered. Ready to see the future clearly? Read the 5 key insights for addressable marketing success.

5

Check out my latest blog post for @SEMpdx: Navigating the @Reddit Rabbit Hole: #SEO Opportunities and Pitfalls for Brands https://ow.ly/ROYW50TOAwR #reddit #redditSEO #redditmarketing

4

1 Comment

Ad-measurement legend Bill Harvey summarized leading case studies from the Advertising Research Foundation (ARF) Marketing Analytics Accelerator. These cases reinforce that advertising is justified with Outcomes. And advertising Outcomes take a big leap forward when AI expands the foundation of high quality Ground Truth data. AI without real Ground Truth is No Truth. - Nielsen & IPG Mediabrands: Big-data TV measurement is inaccurate without human ground truth, so a hybrid is necessary to manage to Outcomes. - Mars & Realeyes - Vision AI: Human data, extended with AI, enables every ad to be measured to predict Sales Outcomes. - HexClad Cookware & Prescient AI :AI roots out the biases of conventional attribution models to better predict Sales Outcomes. - in4mation insights & John Fix: AI expands understanding of latent Outcomes that otherwise go undetectable. cc: Kristin Vento, Adam Isselbacher, Johanna Welch, Michael True, Cameron Bush, Steve Cohen, John Fix, Alice K. Sylvester, Jim Spaeth, Andy Fisher

32

12 Comments

The IAB Predicts Social Video Will Overtake CTV This Year. Social video “is taking more of a lead over CTV” because it provides better campaign reporting based on an advertiser’s preferred business outcomes, a capability that CTV lacks in comparison. Marketers are under pressure to justify their investments by connecting their ads to results, which is why they’re raising investments in social video more than CTV this year. But in my experience while attribution remains the king, we need to think about incrementality. https://lnkd.in/dYze9K-3

1

To stay competitive in 2025, businesses must embrace key shifts in go-to-market strategies. AI and automation 🤖 will streamline marketing operations, enabling smarter, data-driven decisions. Personalization will reach new levels, allowing brands to deliver tailored customer experiences that resonate deeply on an individual level. Seamless omnichannel integration will ensure a cohesive journey across all platforms, enhancing engagement and consistency. Focusing on customer experience will be vital for brands aiming to stand out, as customers increasingly expect exceptional interactions. Ethical data practices 🔒 will play a central role in building trust, with transparency becoming essential for both compliance and customer loyalty. Together, these trends will shape a more dynamic, customer-centered approach to market strategies. Read the full article here: https://lnkd.in/g93cykCK Looking to elevate your brand’s marketing strategy? Call LMA at (858) 537-9600 ext. 109 to get started today! #GTMStrategy #MarketingInnovation #BusinessGrowth #DigitalTransformation #CustomerExperience

2