Lynne Ault

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/gt2aM2jG

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With the rise of global privacy laws, the advertising industry is undergoing significant change. In conversation with Marketing Dive's Sara Karlovitch, Rachel (Eisenberg) Gantz, Managing Director of Proximic by Comscore, a Broadsheet client, discussed the company's inaugural State of Privacy in Advertising report, diving into some key challenges advertisers face in navigating mounting regulations. Rachel’s insights offer a clear reminder that privacy compliance isn't just about ticking boxes—it’s about creating a more trusted and effective relationship between brands and consumers. Check out the full article here: https://lnkd.in/gXn73WUf You can find the full State of Privacy in Advertising report here: https://lnkd.in/g7n2wr_R #AdTech #ClientInsights #Broadsheet #Proximic

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Yahoo's latest collaboration with Inspire Brands is reshaping TV advertising with the Yahoo DSP. By streamlining CTV buys primarily with one platform, harnessing the potential of PMPs, and implementing advanced identity strategies, Inspire Brands is elevating targeting and efficiency while setting the stage for the future of media buying. Want to delve deeper into this groundbreaking approach? Read more in AdExchanger: https://lnkd.in/ezuPdQw8

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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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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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Interesting findings from recent reports from Integral Ad Science on how attention drives better outcomes - and what advertisers think about about the attention landscape in 2024: https://lnkd.in/eCbUr3eX

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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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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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Oracle's decision to shut its advertising business by the end of September has sent shock waves through the ad industry. Brands and agencies rely on Oracle's data cooperative, audience modeling, and data marketplace. With these tools disappearing, it's crucial for brands and agencies to adapt and find new paths forward. Read our latest article featured on AdExchanger to assess the impact and plan your next steps: https://lnkd.in/eemvFCeW #DataDrivenMarketing #MarketingStrategy

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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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Connected TV offers many benefits to advertisers and consumers vs. linear TV. Amazon Ads CTV advertising uniquely has Fire TV, offering innovative video ad opportunities that allow brands to extend their reach and drive meaningful outcomes across the advertising funnel. Learn more in the Ad Age article. https://lnkd.in/g_uJTHFT

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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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"A food and beverage company could mine half of its value from a digital and Al transformation of the customer and channel management innovation zone." McKinsey & Company states in an analysis released on October 3rd. For my CPG community on Linkedin, please comment & share what have you implemented so far and what the pain points have been (if any). Check out "Fortune or fiction? The real value of a digital and Al transformation in CPG" https://lnkd.in/eZbZmHPN

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A smart move by Colgate-Palmolive. It's not that people don't want to share any of their data - they want a fair exchange of value in return (and they want to be the ones to make the decision, not the other way around). “We’re not collecting data just to have it. It’s important that there’s a reason behind everything we collect – a value proposition.” #FirstPartyData #DigitalMarketing

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A great read that demonstrates publishers can boost profits without relying on 3rd party cookies (34.3% increase in win rate!) Check out Yahoo and LiveRamp were able to do so. #cookies #data #advertising #targeting #cookieless https://lnkd.in/gk9RBnYF

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I've found that companies are getting more & more savvy about evaluating new #martech before buying—from scorecards and comparative analyses to leveraging their networks for feedback; I'm over here doing the same thing! But, in my experience, the real test begins post-purchase, where implementation challenges can make or break success. In this article, I explore the essential steps for a smooth martech implementation that: ✅ aligns tech with business goals ✅ ensures strong user adoption, and ✅ integrates seamlessly with existing systems to deliver lasting value. Check it out here 👉 https://lnkd.in/ehw_3zHi #martech #MOPs #SOPs #implementations #CTO

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Analytic Partners’ ROI Genome empowers businesses to make smarter marketing decisions by leveraging 20+ years of data across industries. It provides predictive insights, benchmarks, and customized recommendations to help brands optimize their budgets and drive sustainable growth. With cross-channel attribution, it measures the impact of both online and offline efforts, offering a holistic view of performance. Check out our latest report which looks at Retail Media and how to create a winning strategy. #analytics #marketing #retailmedia #commericalanalytics

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Lots of inspiration & impact to take away from last week's ANAs. I don't see AI as the debate (the "how"), rather it's the undercurrent of debating the "what" and if it's really good and not just fast + cheap. Thank you Brandon Doerrer for sitting down to chat about the real use cases of AI. It's not about creating fear: rather sharing honest experiences of what's working and not working, and how to partner across business silos to make the best use of new technology. Loved the real world examples of better customer experience and bottom line impact from Gulen Bengi, Remi Kent, Diana Haussling, Asmita Dubey and more.

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