Kavitha Gadde

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

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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

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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

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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!

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

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Amid signal loss and increased privacy regulations, LiveRamp and the Albertsons Media Collective are delving into the possibilities of data collaboration to enhance activation, measurement, and insights across key channels. Read the blog to learn more about our efforts to create a connected ecosystem that enables brands and their collaborators to extract even more valuable insights from their data: https://lnkd.in/dbZaHqPE

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Is your media measurement all grown up? 🌱 Take LiveRamp's quick 5-minute assessment to find out where your strategy stands—and unlock tips that’ll help you boost ROAS, engage your audience, and fill in the gaps.https://https://lnkd.in/dgpP5Rwg

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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

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How can a privacy focus benefit publishers? Seraphina Davey, Global SVP, Publisher & Supply Partnerships at Seedtag, joins ExchangeWire for an exclusive interview. She discusses the necessity of privacy-first advertising, how embracing it is advantageous for premium content providers, and how contextual campaigns help publishers make the shift toward privacy. 🔒 “By targeting users based on content engagement rather than personal data, publishers can maintain or even boost ad revenue, even from users who opt out of tracking.“ Seraphina says. Read the interview: https://lnkd.in/e7fJ7qVW #AdTech #PrivacyFirst #Publishers

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🚨 Goodbye DCO. Hello AIO. 🚨 It’s a bold statement, I know—especially from someone who spent over five years advocating for Dynamic Creative Optimization (DCO) on the agency side. But after navigating the complexities of leveraging DCO in marketing ad tech stacks, one thing is clear: it’s time to move on. With AI Optimization (AIO): ✅ No monthly minimums ✅ No production fees ✅ No decision trees or product feeds ✅ No reliance on cookies ✅ No manual activation of thousands of ads prone to human error ✅ No need for specialized strategists just to interpret performance Read the full post here and I'll see you at CES. https://lnkd.in/ggJmyZBQ

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Looking for data-driven insights on the risks of cutting advertising? This article by Megan Poinski and contributor Matt Voda delivers exactly that—with compelling research and a real customer story to back it up. Reducing advertising spend is a short-term fix with long-term repercussions. For B2B SaaS companies, consistent brand presence is crucial. Pulling back now could mean playing catch-up later, at a higher cost. The research in this piece underscores why staying the course is essential to long-term growth. Read the full article here: https://lnkd.in/gDV727m3 #B2BMarketing #SaaS #BrandStrategy"

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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

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Another interesting viewpoint on the impact of AI on search. What makes the open web so interesting is the richness and complexity of it. But what’s the impact when Google “does the Googling for you? Tech research firm Gartner predicts traffic to the web from search engines will fall 25 percent by 2026. That’s a massive impact for indy publishers and many smaller companies who’ll find it harder to compete. It has the potential to improve the search experience for the consumer, it has become more than a bit messy over the last decade. But for smaller brands the fight to cut through will be that much harder. Quality of content and user experience will be key. https://lnkd.in/eZ7SituW

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How many email addresses do you have? Using them for different accounts and logins presents a challenge for marketers who want to accurately target consumers with relevant ads and offers. In the latest episode of Here’s the deal… LiveRamp's Daniella Harkins talks “identity,” and how connecting those emails (and other identifying information) is the best way to create the personalized experiences your customers crave.

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As of last week, Oracle has officially shut down its adtech operations, including well-known platforms like MOAT, Grapeshot, and BlueKai. Having utilized these robust tools in the past, it’s particularly striking to witness such pivotal services come to an end. This closure follows a drastic reduction in their advertising revenue, plummeting from $2 billion in 2022 to just $300 million in 2024. The end of Oracle’s adtech services is not only about adapting to user consent issues but also mirrors broader market shifts towards centralized data management and increasing privacy regulations like GDPR. These factors are prompting a departure from traditional reliance on third-party cookies and fragmented data practices. As the industry adapts, opportunities emerge for entities that offer integrated data solutions and prioritize user privacy. I am particularly keen to see how the businesses of Grapeshot and MOAT rebound, as the demand for contextual advertising and precise measurement continues to grow, promising a bright future in these areas. #AdTech #OracleAdvertising #DigitalMarketing #ContextualAdvertising #DataPrivacy #MarTech #Advertising #Marketing Check out MarTech's article on this.

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MYTH BUSTING ALERT 🤯 I see posts and articles everyday about the how the "loss of signal" means digital measurement is going away. I'm sharing this article to tell you that is NOT true and in fact it will be better than ever. Most of the data signals we have used for digital advertising measurement for the last 20 years relied on "exhaust" that were never great quality. They were the best we had and we learned from them. IP, Cookie and device based attribution was never great measurement. AND these "signals" often created a lot of copies of personal data making it almost impossible to comply with increasing regulation and consumer consent. To say it simply - get over it and get on with it. The future of privacy first measurement is here now in clean rooms. The use of 1P data from everyone involved will clean up measurement as we know it forever. Don't believe me??? Read on for details.

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Google 🍪 announcement + Oracle 💰 settlement signal a shift to Consumer-centric advertising. The recent #adtech developments at #Google and #Oracle may seem disconnected at first, but they signify a significant shift towards consumer-centric advertising. Alongside Apple, these tech giants are embracing privacy concerns and strategically repositioning themselves by prioritizing consumers. This move aims to reduce risks and drive growth by empowering consumers, advocates, and next-gen companies to innovate new approaches in place of legacy adtech. The ripple effect is evident, with companies like Amazon and Meta expected to follow suit to mitigate the legal and financial risks highlighted in the coverage of Oracle's recent settlement. I transitioned from retail and ecommerce to adtech two decades ago with a vision to revolutionize advertising by attacking the inefficiencies of offline methods adopted in the digital realm. Seemed like an easy fix but it turned out to be a long slog. I also saw the inherent risk from cookies that hold adtech together to this day. Now it seems the consumer is finally getting a seat at the advertising table, and they don't like cookies or spam. For advertising and publishing businesses, the time is ripe to pivot towards alternative strategies in alignment with this evolving landscape. Seeking expert guidance to navigate these transformations could be the key to staying ahead in this dynamic environment. DM me for a chat or simply to chew the fat :) Google announcement - https://lnkd.in/gu9a-wba Oracle coverage- https://lnkd.in/gA9H-Fey My take from 2013 - https://lnkd.in/gB8QCjF

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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.

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Does TikTok play a critical role in your media strategy? Check out these great insights from Claire Frick on what a ban could mean for you and ways to stay ahead. 

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