Ty Martin

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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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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✅🖥️ AdExchanger (5/31): “Programmers are trying to “slow down the pace of adoption” for auction-based bidding, said a buyer. One way they’re doing so is by limiting the supply they make biddable. Instead, pubs prefer to gatekeep their prized inventory with a high price tag attached to the “premium” label. Programmers can also maintain this level of control and pricing with PG deals, which are essentially automated insertion orders sent through programmatic pipes. But because CTV publishers are slower to make their inventory available in open auctions, agencies still consider programmatic as a nice-to-have – and not a requirement – for CTV campaigns, the buyer said. The majority of CTV ad buys are still happening via insertion orders or programmatic guaranteed deals. Agencies want to be able to bid on more CTV inventory for better scale, targeting and cost effectiveness. But for that to happen, buyers must make their sell-side counterparts reconsider the meaning of “premium.” ⬇️ #streamingtv #programmatic #avod #ctv #ott https://lnkd.in/ehnQj5Wu

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🍪 The next challenge - cookieless targeting - will require a CDP (r)evolution for brands to realize value, drive growth and foster loyalty. Join Adobe's one and only Ryan Fleisch for this Adweek webinar on April 23rd and get all the insights from Adobe's research on both the brand and consumer views of CDPs. Discover what makes a CDP effective in a post-cookie landscape, and hear more about Adobe’s perspective including the long-term strategy of Adobe Real-Time Customer Data Platform. https://lnkd.in/d9jX4WTJ 

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Looking to build successful campaigns but need some guidance? This is a great piece from Acxiom and Digiday about the things every brand needs to consider as they navigate the complexities of a data strategy.

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Marketing today can feel like navigating a maze with hidden traps like privacy laws and cookie loss. But what if you had a guide to show you the way? LiveRamp’s eBook “Demystifying Match Rates: Getting to What Really Matters” covers what you need to know to navigate the digital landscape: - Maximize your ad spend - Understand essential metrics beyond just match rates - Ask the right questions to evaluate data collaboration partners

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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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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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We are expanding the SoCal Digital Studio LinkedIn Company Page to provide organizational business and marketing insights to arm you with resources to more effectively compete in our increasingly fluid business environment. Follow us! #linkedincompanypage #businessinsights #marketinginsights SoCal Digital Studio #businessmastermind

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In connected TV (CTV) advertising, "outcomes" are the new focus as platforms introduce shoppable ad formats and partner with measurement providers like Innovid and EDO. These partnerships aim to prove that ads drive real business results beyond just reach and frequency. EDO emphasizes measuring actions like search activity and web traffic to predict sales, advising against focusing solely on immediate sales to maintain long-term brand health. #CTV #DigitalMarketing #DigitalAdvertising https://lnkd.in/geJZjX-F

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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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Still struggling to connect all your marketing data sources? LiveRamp's latest guide reveals how top brands are boosting ROI with privacy-enhancing data clean rooms: 🛒 Mondelēz lifted sales 16% with in-market retail targeting 💸 Snapchat cut acquisition costs by 10% using conversion data 📺 McDonald's unlocked $2+ ROI from CTV creative optimization Don't let fragmented data hinder your business growth. Grab your copy: https://lnkd.in/ew4Bx7fW #datadriven #measurement #marketing

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To stay competitive in 2025, businesses must embrace key shifts in go-to-market strategies. AI and automation 🤖 will streamline marketing operations, enabling smarter, data-driven decisions. Personalization will reach new levels, allowing brands to deliver tailored customer experiences that resonate deeply on an individual level. Seamless omnichannel integration will ensure a cohesive journey across all platforms, enhancing engagement and consistency. Focusing on customer experience will be vital for brands aiming to stand out, as customers increasingly expect exceptional interactions. Ethical data practices 🔒 will play a central role in building trust, with transparency becoming essential for both compliance and customer loyalty. Together, these trends will shape a more dynamic, customer-centered approach to market strategies. Read the full article here: https://lnkd.in/g93cykCK Looking to elevate your brand’s marketing strategy? Call LMA at (858) 537-9600 ext. 109 to get started today! #GTMStrategy #MarketingInnovation #BusinessGrowth #DigitalTransformation #CustomerExperience

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In a flurry of earnings reports this week (Meta, Google, Snap, Reddit), we watch closely for what the projections might mean for two things: the cost of digital media and media effectiveness. When I see big expenditures in AI for a platform like Meta, my hypothesis is that media costs on the platform could rise in 2025, posing a challenge for clients. But, with many of the emerging platforms such as Reddit and Snap also posting positive gains in ad revenue, I am cautiously optimistic it could mean more competition and more competitive ad markets. All to say - we are watching closely and we partner with clients on 2025 planning! Great to speak with Ad Age this week on our point of view. https://lnkd.in/gic_jdVH

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A compelling argument for the importance of experiments and the use of Bayesian modeling. The objection/notion of isolated, walled garden experiments is slowly becoming obsolete. As advertisers increasingly leverage open-source or proprietary geo/user-based experimentation on their own internal metrics, the need for incrementality testing as the gold standard for establishing media causality becomes undeniable. Incorporating experimental data into a Bayesian framework should enable more accurate and actionable insights in this regard.

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What’s the key to unlocking retail media’s full potential? Alignment on measurement models. Dive into the IAB Connected Commerce Summit replay to explore game-changing insights from LiveRamp. Replay available now: https://lnkd.in/d4BnW7uX

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