Andrew Zucker

Pssst. Marketing leaders. Nervous to ask questions about data clean rooms? Here’s a cheat sheet for you. More of a guidebook, really. We laid out “12 essential strategies for marketers” to help wrap your head around how and why you should be using clean rooms and data collaboration. All 12 are important to understand, but here are my Top 4: 1. Build Richer Audience Profiles Leverage data clean rooms to go beyond basic demographics, combining your first-party data with retailers' email datasets and purchase histories to increase your first party data and better understand your audience. That way, you can compare match rates across channels while keeping personal data anonymous, in order to discover and refine your most relevant audiences. With these insights, you can tailor ad content and campaign strategies to specific interests and lifestyles, driving higher conversion rates. 2. Personalize at scale Now that you have increased the size and wealth of your, you have a better understanding of the specific needs and desires of different segments. That allows you to craft messages that speak directly to your customers. This level of personalization not only captures attention but also fosters a deeper connection with your brand, leading to higher engagement and conversion rates. 3. Retarget high-value, in-market buyers Imagine identifying users who visited your site, downloaded your app, added a product to their cart but didn’t convert. By matching your first-party behavioral data with retailers’ audience segments, you can precisely re-target these potential buyers with a special discount or related product recommendation. Example: Mondelēz International, a large US food and beverage company, collaborated with Pinterest and Albertsons’ Media Collective to enhance their targeting for a new charcuterie board campaign. By reaching in-market consumers who had purchased other brands of crackers, they saw a 16% sales lift and a 19% lift in new buyers! 4. Verify the reach of your campaigns Keeping track of your ad campaign's reach across numerous media channels can be a real challenge. By collecting impression-level data from each media partner through a data clean room, you can get a clear view of your cross-channel delivery and start measuring the quality of your audiences. Precise targeting, with robust data, is only valuable if it's driving results. Ensure you have a solution that is providing you with robust measurements so you can quickly optimize your campaigns. Download the full guidebook and check out all 12 strategies and reach out to LiveRamp with any questions!

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As the allure of RMNs grows, marketers will need to exercise caution given the numerous challenges ranging from the lack of transparency to regulatory risks, and the growing acceptance of conquest marketing and the leverage that provides retailers.

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Digital shelf insights + smart media execution = efficient spending and better results. Profitero's Andrew Pearl breaks down this formula for success, and more, in this #RetailMediaThursdays episode: https://okt.to/0PbW7D

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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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Is your intent data strategy truly giving you a competitive edge? Our new eBook, "The Deprecation of Third-Party Intent," explores the limitations of common data sources and the necessity of diversifying your approach. Discover how to move beyond false positives and bidstream issues to gain actionable insights. #B2BMarketing #IntentData #CompetitiveAdvantage

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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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Great read from Bill Duggan about the importance of standardization when it comes to retail media networks' measurement. "Retail media networks are walled gardens—they are ad ecosystems that don’t share data—making it difficult to compare RMNs. To optimize investment, marketers need to be able to make apples-to-apples comparisons between RMNs," writes Duggan. #PerformanceMeasurement #Retail #Media #Advertising

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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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Good points by James Hercher to keep reminding retailers to self-check (haha) themselves and not let ad revenue destroy their shopper experience. I know retailers know this, but the slippery slope is way steeper for retailers than for entertainment media, where the content for ads barter has been ingrained in us. Unless retailers start offering free groceries for those willing to shift through unwanted ads, their shoppers will find a more enjoyable shopping experience.     My usual advice for retailers is to invest significantly more in ad inventory yield management techniques that optimize ad placements based on ad sales, product sales, basket sales, lifetime sales, and lost sales if you tilt the pinball machine.  Lean into the shopper’s explicit request, learned implicit desires, and their predicted moment/occasion. Relevancy matters, and its proven results justify higher CPMs and can differentiate you in a crowded retail media environment. Most importantly, never forget that happy shoppers underpin this all. Again, I know we all know this, but yet…   DM me if you want to brainstorm on how to improve your retail media AND shopping experience. 

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Marketers Vastly Understate The Sales Effect Of Creative And Significantly Overestimate The Impact Of Targeting Per Advertiser Perceptions and NCSolutions: * System1Group Chief Customer Officer Jon Evans says, “Creative is the number one factor in explaining the performance of your advertising, and yet most marketers still don’t realize it. That means that those who focus on getting the creative right have a huge competitive advantage.” * Andrew Tindall, System1’s SVP of Global Creative & Media Partnerships, asserts, “We need to be bold, unapologetically say no to things to get time to make better ads, and partner with the right agencies the bring the talent, tools, and knowledge to make work that works.” * Les Binet and Sarah Carter caution, “Don’t target too narrowly. It may be efficient, but it’s rarely effective. Tight targeting means low sales and profits.” Via the link below, executive summary, video explainer, and deck.

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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.

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Why is video the future of #B2B marketing? 📈 Merkle's Sonya Hand and other execs reveal how video is helping brands break through the noise and connect with decision-makers in new ways. Explore the full discussion in The Drum: https://bit.ly/3XdzgPf

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This is an interesting case study on how one organization looks to use technology to make a substantial pass in data, advertising, and technology. Data efficiency tools are an interesting approach to making use of data, especially amid shifting advertising trends. When companies can make use of data granularly, they have a better chance of making an impact. #AdTech #Innovation #Technology

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Curious about how a clean room operates? Check out this demo to experience the capabilities of the LiveRamp Clean Room powered by Habu! Learn how you can run straightforward queries, generate comprehensive reports, and consolidate data from all channels seamlessly—all without any coding required.

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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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Make your media network a front-runner!🏃 LiveRamp's eBook is like a playbook for winning the race. Discover 20 ways to outpace the competition with smarter targeting, better measurement, and next-level innovation.

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Powered by Generative AI - Chatbots are in their prime and will increase company's sales by an average of 67% by... 🤖 Helping brands to tailor their offerings 🤖 Improving their customer experience 🤖 Addressing each shopper's needs in a personalized manner 🤖 Ultimately enhancing consumer loyalty in the long term via BeautyMatter #GPT #VitualAssistant #Beauty #Skincare #Loyalty #ChatBots

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