Brent Rosso

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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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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Interesting difference in the dominant reason for marketing spending being impacted for CMO's of B2B vs. B2C, especially as it relates to corporate performance being the primary driver. What do you think might be missing from this list?

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Interesting take! Did you know that the Association of National Advertisers (ANA) reports that direct mail can deliver an impressive 112% ROI, making it the most effective marketing channel? In an age of digital overload, direct mail still cuts through the noise and drives results. Ready to see how your campaign could perform? Calculate your marketing ROI here: https://bit.ly/47nz6tj #MarketingROI #Clipp #Valpak

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Retail is not just about "experiences" in 2024—it's about connected experiences, says #RetailMediaSummit keynote Jessica Hendrix, EVP and CMO of Hy-Vee, Inc.. And that's where #retailmedia comes in—expanding the relationship between shopper and retailer to also include brand advertisers. As a regional chain, Hy-Vee has always been deeply integrated into communities, offering regional insights beyond national chains. Demonstrating the evolution of experiences, Hy-Vee has installed food courts in stores (inspired by Eataly)—Chinese, Italian, and American fare. Shoppers have shown time and again they will spend more money at a location if they connect to the experience. Capturing shopper attention is harder than ever, but delivering relevancy is about diving deeper into the shopper data—beyond demos to psychographics and behaviors. Also, kid influence is much stronger now with parent shoppers than in the past. But there are challenges in measuring relevance—what did the shopper communicate all the way to the register? Biggest trends for the next 12 months: • In-store media will become more important. • Brands/agencies will build centers of excellence to maximize their retail media spend/campaigns. • Value of 1st-party data will continue to evolve. And the big question going forward: how will AI fit more specifically into #retailmedia? How will it become integrated into our needs? Path to Purchase Institute

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“THE POWER OF ONE” IN A WORLD DIVIDED. Just for the record … The key difference between Publicis and other agency holding companies like WPP, Omnicom, and IPG is that Publicis actually has and makes work a Unique Selling Proposition (USP) … “The Power of One”. That is, the promise and delivery of truly and fully integrated Brand marketing communications services where there are ultimately only two questions to be answered: 1) Are we making money for our clients? and 2) Are we making money for ourselves and shareholders? That’s it. Because one follows the other if the individual agencies and their holding company parents do their jobs harmoniously. Hence, the power of one! “One Brand, One Voice. With Distinction” for consumers, investors, and shareholders alike. 😎       

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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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The clean room future is no longer on the horizon – it’s here. And for leading companies in every industry, clean rooms are transforming marketing strategies. 80% of advertisers spending over $1B on media are already using them. But here's the thing – most brands are only scratching the surface. While many are using clean rooms for audience insights, only a third are leveraging advanced measurement like attribution and ROAS. And broader collaboration across partners and complementary brands offers even greater potential. Modern clean rooms are now fully interoperable, breaking down silos between brands, retailers, and media partners. In talking with companies across industries, I constantly hear their desire to get started, but also recognize that this represents unexplored territory for many. To help companies navigate the complexity, LiveRamp has put together a playbook of some of the most common tactics, and I've attached a link here. Happy reading!

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CTV ads + first-party data = your new marketing power couple 🤩 Want to learn how brands like Kroger and Nielsen are making the most of CTV? LiveRamp's CTV Activation Guide for Brands is here to help you turn viewers into buyers, one ad at a time. https://lnkd.in/dkJbZUch

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With the growing non-retailers creating their own Retail Media Network, should we continue calling it "Retail Media"? Maybe we should call this broader first party data strategy as Loyalty Media. With Retail Media, capturing the additional feature of providing sales insights to their brand advertisers, as a niche of Loyalty Media. thoughts? #retailmedia #loyaltymedia #QSR #FSR https://lnkd.in/gcryb9ne

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🎯 Fact: 43% of consumers associate red with passion. 💡 Insight: At Valpak, we’re 100% passionate about precision targeting to help businesses reach the right audience at the right time for optimal results. 📈 Market Data: Direct mail response rates are 9x higher than email, making it one of the most effective channels for customer engagement. (Source: DMA) If you’re ready to drive impact for your business, let’s talk about how Valpak can deliver results: https://bit.ly/4eLSyT0 #Clipp #Valpak #audiencetargeting #advertising #B2B #marketing

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What are you doing on Wednesday 🗓️ ? How familiar are you with Retail Media Networks? They are one of the fastest growing channels in digital advertising and almost no one has a bigger reach than Walmart, offering access to hundreds of millions of weekly customers. Join us on Nov 20 at 11 AM PST to hear from Harry Clayman, Head of Ad Partnerships, Walmart Connect, and Canon Mikho, Head of Marketing Analytics, Improvado (Registration link in first comment) and learn about: • What modern retail advertising platforms can offer to run laser-focused, effective campaigns for high-intent audiences. • How to automate retail ad data workflows and use the data to ensure consistent campaign performance and guideline compliance — minimize budget waste and increase ROAS. • Get a Marketing Data Quality Audit from Improvado to see how prepared you are to take advantage of RMNs.

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99% of orgs plan to leverage data collaboration to create more brand and business value this year. 💡 Download the new LiveRamp report “AI and Other Top Trends in Data Collaboration and Clean Rooms” to explore data collaboration use cases across industries.

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Tariffs are trending. Experience shows that already price sensitive consumers will take the hit if they are implemented. Here are some thoughts on what to expect and some ideas of how marketers can prepare for them. https://lnkd.in/exE-hTQ9

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As one who interacts with CMOs all the time I can tell you this topic is at or near the top of their collective priority list. And while I am skeptical of those who espouse best practices when it comes to generative AI - only because it is so nascent - I felt compelled to share this particular piece from my fellow CMSWire scribe, Tiffany Holland Why? Glad you asked. I felt compelled for the simple fact I agree with everything Tiffany opined on, which she breaks down into four truths, which are below along with my brief commentary. Do yourself a favor and read her piece. ➡️ Truth #1: Inaction With Generative AI in Marketing Is the Greatest Risk Yes, yes and YES. If I could climb the highest mountain I would and bellow this to the masses below. This ain't the time to "sit this one out" whilst the rest of the world, AKA your competition is taking full advantage. ➡️ Truth #2: Generative AI Offers More Value Than Just Operational Efficiency Tiffany deftly writes of the "narrow view" many CMOs and marketers have of Gen AI, which "offers only short-term benefits and overlooks the true power of machine learning." Dating myself big time here but this reminded me of the late 70's campaign professing that orange juice is not just for breakfast anymore. https://lnkd.in/e95uWbex ➡️ Truth #3: Generative AI Solutions Fails in the Traditional Marketing Model "Generative AI won’t deliver its full potential if organizations try to plug it into outdated operating models." Full Stop! Read and re-read that over and over and over and then, for the love of all things Holy, do NOT blame Gen AI if you do not adhere to this sage advice. ➡️ Truth #4: Ethical Governance of Generative AI in Marketing Is Critical I love that Tiffany saved this one for last because it is THE most important truth, by far. Gen AI and AI in general, is very much akin to the wild west right now; no rules of governance other than those self-imposed. Brands MUST self-govern the way they use Gen AI if for no other reason, it is the ethical thing to do. Please share your thoughts on all of this. I love a good conversation and yes, a debate if need be. Jeanniey John Aakansha Srota Manny Shelly Lou Jeff Raja Ted Lee David Alma Dom Rhonda #ai #GenAI #cmo

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As the CTV landscape evolves, contextual AI is becoming essential for advertisers, addressing key challenges like targeting limitations, transparency issues, and lack of real-time insights. Jon Wallett, VP of Sales, East Coast at Seedtag, emphasizes that innovation in contextual targeting is crucial for future success. Seedtag's contextual AI, Liz, enables brands to develop effective audience strategies, enhance creative messaging, and gain valuable insights, all while adapting to real-time trends. Wallett argues that embracing these advancements will drive greater transparency and more inclusive, interest-based targeting, making contextual AI indispensable for modern advertising. Watch the full interview here to learn more 📺 : https://lnkd.in/eJ9Q3PDJ #ContextualAI #CTVAdvertising #InnovationInMarketing

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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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