Caroline Ballard

Measurement is key to maximize (and prove) marketing impact. Kroger shares how they hold traditional reach mediums like CTV accountable to actual conversion outcomes. Explore more from LiveRamp's #RampUp24 here: https://lnkd.in/gEfnYkfz

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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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In the evolving landscape of digital marketing, Colgate-Palmolive has taken a strategic approach to leverage first-party data. They prioritized quality over quantity in its data collection efforts, adapting to market changes and enhancing consumer engagement through direct-to-consumer (DTC) models. This is how we see it at Sigma Software Group 1. Focus on First-Party Data: Colgate-Palmolive has shifted its emphasis to first-party data, redesigning its consumer-facing sites and apps to collect email addresses and other opted-in user data. This move is part of a broader strategy to reduce reliance on third-party data. 2. Adaptation to Market Changes: Despite Google’s changes to its third-party cookie deprecation plans, Colgate-Palmolive remains committed to its first-party data strategy. The company views this as an opportunity to develop more robust data practices. 3. Utilization of DTC Models: The rise of direct-to-consumer (DTC) brand-specific websites has provided Colgate-Palmolive with new sources of first-party data. These websites not only facilitate transactions but also offer insights into consumer behavior and content engagement. 4. Enhanced Consumer Engagement: By redesigning its websites and apps to serve as information hubs, Colgate-Palmolive aims to create more meaningful interactions with consumers. This approach helps the company gather valuable data while providing useful content to users. Colgate-Palmolive’s first-party data strategy exemplifies a forward-thinking approach in the digital marketing realm. By focusing on quality data collection, adapting to industry changes, and leveraging DTC models, the company not only enhances its data practices but also fosters deeper consumer relationships. This strategy positions Colgate-Palmolive to navigate the future of digital marketing with resilience and innovation. You can read the full article by Allison Schiff from AdExchanger below. #SigmaSoftwareUSA #AdTech #1PData #DTC #FutureOfDigitalMarketing

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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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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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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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Powerful insights from Keen on the impact of brand investment vs. trade.

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Holiday shoppers are in search of gifts, cozy essentials, and festive must-haves. But that doesn’t mean your summer products need to take a back seat. Yes, demand shifts this time of year, but you can still stay in the game with the right strategy: LEAN INTO GIFTABILITY.  Out-of-season products can shine when framed creatively. A beach chair might not scream “holiday,” but positioned as the perfect gift for a traveler or outdoor enthusiast? *Chef’s kiss* REVAMP YOUR STOREFRONT.  Your product may be summer-ready, but hopefully your storefront is already set to lean into the holiday spirit. If not, get on it!  Refresh the look and feel to lean into seasonal themes while reinforcing long-term value. A colorful beach towel? Pitch it as a splash of fun for upcoming vacations. OFFER PROMOTIONS AND BUNDLES.  Catch shoppers’ attention with discounts or creative pairings. Think sunscreen and moisturizer bundles or travel gear paired with gift cards. ADJUST YOUR ADVERTISING STRATEGY.  Target planners and deal-seekers. Focus your ads on travel enthusiasts or shoppers prepping for future seasons. They’ll appreciate the foresight and the savings. Shoppers are ready to spend, but your strategy needs to meet them where they are. With smart positioning and creative tactics, even your “off-season” products can find their audience during the holiday season. #HolidaySeason #Amazon #Ecommerce 

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Exciting news today: Yahoo DSP advertisers now have seamless access to Kroger audiences! We believe in the power of precision purchase signals. Shopping behaviors reveal lifestyles, aspirations, and life stages more meaningfully than demographics alone. Our purchase-based data with flexible buyer controls is the new model for leveraging first-party data and reducing programmatic advertising waste. Read more here: https://lnkd.in/g_aUBEVM

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Big news in CPG ecommerce advertising! Our client Duke's Mayonnaise and Wright Brand Bacon teamed up for a wildly successful Instacart joint marketing campaign. By collaborating to reach grocery shoppers at the digital point of sale, they achieved: - 44% sales lift for Duke's Mayo - 69% sales lift for Wright Brand Bacon - 6.4x ROAS The keys to success: - Pairing two complementary, iconic brands - Engaging creative featuring recipes with both products - Robust targeting of high-intent Instacart shoppers - Native, non-disruptive ad placements Kudos to Duke's, Wright Brand, and Instacart on this innovative, data-driven partnership that shows the power of strategic collaboration in driving digital sales! 🙌 Excited to see more CPGs embrace this approach to achieve outsized results. Brainlabs is proud to help clients like Duke's push the boundaries of what's possible in digital advertising. #ecommerce #cpg #advertising #instacart

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Retail Media Networks have started behaving more like media networks than retailers, and I am here for it. In case you missed it, two giant retail media networks have opened up to near-endemic and  non-endemic advertisers in the past few months. Walmart Connect in April, and now Albertsons Media Collective Walmart: https://lnkd.in/dBmKERhJ Albertsons: https://lnkd.in/dUCh_VtP btw, both are targeting advertisers from the same industries- automotive, entertainment, financial services and travel. However, it’s interesting to note that both have a very different type of offering for non-endemic advertisers. Walmart Connect’s offering is rooted primarily in data monetization. Non-endemic advertisers can leverage Walmart’s first party audience data for targeting shoppers on Walmart’s offsite network - walmart’s onsite inventory is NOT available to them. On the other hand, Albertsons Media Collective is monetizing its onsite ad inventory - only caveat being, the inventory available to non-endemic advertisers is on post purchase pages like order confirmation page. Now, why am I so excited about this? Four reasons. Three reasons come from the way retail media is evolving. The fourth one gives me bragging rights. Why is this a good thing for the retail media industry? → RMNs leaning exclusively on endemic brands are bound to hit an ad revenue ceiling - after all how much ad spend can be extracted from the same set of advertisers? → Thanks to first party targeting, non-endemic ads need not be irrelevant eyesores for shoppers - additional media dollars flow in without impacting shopper experience → Retailers get to charge advertisers a premium - third party cookies are dying, non-endemic advertisers also know that retail media is their best bet The fourth reason and why do I get bragging rights? → At Osmos, we foresaw this evolution in retail media. Hence, we already have the tech to enable non-endemic advertising on retail media networks - whether they want to go the Walmart Connect way or Albertsons Media Collective way. #retailmedia #non-endemic-ads #walmart #walmartconnect #albertsons #albertsonsmediacollective #osmos #offsite

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We are excited to announce this partnership. Providing greater transparency and data fidelity for targeting and measurement is paramount to the future of our industry as signal loss continues to accelerate. Cara Pratt & the entire Kroger Precision Marketing team are true leaders in the Commerce Media space, and it's an honor to collaborate with them. With this integration, Yahoo DSP customers can leverage Kroger's rich, first-party data to activate precision audiences and measurement across omnichannel media activations.   Adam Roodman, Alia Lamborghini, Beau Ordemann, Beth Nussbaum Gross, Mike Brunick, Stephen McDermott, Jason Zollan, Sekema Newton, Danny Dikovsky, Elizabeth Herbst-Brady, John Grad, Kevin McVey, Amy Hamers, Christy Corthinos, Danae McDuffee Downing, Anthony Winters, MBA, Kate K. Donahue, Dave Pallett, Kyle Loos, Jeff Rich Mark Fleisch

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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/gvkYGNV9

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This is a must-read for CMOs! Mars United Commerce spoke with CMOs at leading retailers to hear what business challenges they are currently facing. Michele Roney outlines three key capabilities retailer CMOs must build within their marketing organizations to help tackle these challenges. Link to read it in the comments 👇

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Your martech stack is only as effective as the foundation it’s built on – and that foundation is customer data. So how do you ensure your data house is in order? Discover how martech leaders are enriching customer intelligence and activation with data collaboration in the Winterberry Group report, Demystifying the Data Layer: The Transformation of Marketing Data Infrastructure. Get your copy:

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Retail media ad spending in the US will reach almost $55 billion in 2024, as advertisers’ focus on off-site spending intensifies. LiveRamp & EMARKETER's analyst report explores how retail media has become integral to advertisers’ plans, how first-party data is driving retail ad spending, the role of connected TV, and more.

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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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