Gabe Richman

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!

26

First-party data is great... but it’s only half the story. Watch LiveRamp's latest episode of Here's the deal... with CEO Scott Howe to understand why data collaboration is the key to better advertising performance.

36

The recently released IAB Digital Out of Home (DOOH) & In-Store Retail Media Playbook offers an in-depth look at how brands and retailers are collaborating to deliver an omnichannel consumer experience and implement closed-loop measurement. See the playbook to learn about: - Merchandising and In-Store Shopper Marketing - Consumer-Centric Strategies in Retail Media Advanced Measurement and Optimization - In-Store Venues and Zones Download the playbook now: https://bit.ly/3yZDH7O

4

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.

1

Some good points are made by PubMatic’s Andrew Baron in AdExchanger’s latest Data-Driven Thinking column. Ironically, cookies were never that big of a problem in the first place—your humble, anonymous cookie is far less personal than a hashed email (which, as the FTC recently reminded us, is in fact still PII). But to the writer’s point, years of worrying about their impending deprecation have led to some very positive changes. First- and carefully curated and enhanced second- and third-party data will always yield better results, assuming you can protect the privacy of the consumers who produced it. And yes, whatever more personally identifiable data you’re working with—whether it’s sell-side targeting, modeled audiences, or contextual signals—alternative IDs have shown great promise in creating a layer of privacy protection. However, the real challenge arises when these identifiers traverse the bidstream and are shared with third parties. No matter how secure your encryption, once data leaves your control, it’s vulnerable to exploitation or reverse engineering. Anything can happen. The signals aren’t the problem—it’s the way we’re sharing them. We built Symitri to solve these inherent privacy challenges in adtech infrastructure. By ensuring that personally identifiable data never leaves the control of its owner, Symitri offers truly deterministic targeting without sacrificing privacy. With Symitri, you can achieve precision, performance, and privacy—no compromises necessary. #Symitri #Privacy #DataProtection #Trust #TRUSTX https://lnkd.in/eS9Aem8B

9

Jounce Media's newly published State of the Open Internet Report explains the industry’s chronic bidstream congestion issue and how to address it. This latest research highlights the trend toward consolidation we are seeing on the supply side and is a must-read.

21

3 Comments

📢 June trend alert! Last month, we rounded up some of our favorite articles from The Atlantic, The Hill, Fast Company, AdExchanger, Ad Age, Digiday, TechCrunch, and more, including research from EMARKETER and Forrester that highlights top trends in marketing and adtech. Top themes include: 🛠 AI Challenges and Opportunities Despite the excitement, AI adoption is hindered by a lack of expertise and job displacement fears. However, 77% of agency leaders see GenAI as a major disruptor. According to Forrester, investing in AI literacy and training is crucial. 🔒 Data Privacy Legislation Efforts for a federal data privacy law face setbacks in the US. The EU's GDPR sets the global standard. Trust and transparency are essential for AI's success. 🕵️‍♂️ Leaked SEO Secrets Content creators and marketers! Key insights leaked from Google documents reveal what tried and true practices are still working and new strategies that are making waves. 🛍 Retail Media Boom According to eMarketer, retail media ad spend will hit $33.86B this year, doubling by 2028. Major retailers like Amazon and Walmart are leading the charge. 📣 Data Axle News We’ve expanded our enterprise solutions team, emphasizing our client-first approach and leveraging AI in our next-gen data management application, Audience360™. Stay tuned for more updates next month and visit our website for the latest news! 🚀 Thanks to the awesome journalists and researchers reporting on all of the hottest industry developments: Allison Schiff, AdExchanger; Jay Pattisall, Forrester; Rebecca Klar, The Hill; Matt Kalkins, TechCrunch; Ann Sachs, Ad Age; Li Lu, Digiday; Meaghan Yuen, eMarketer; Sebastian Gabel, Duncan Simester, and Artem Timoshenko, Harvard Business Review.

5

Feeling like your marketing magic is fading in today’s digital maze? Fear not, LiveRamp's eBook "Demystifying Match Rates: Getting to What Really Matters," is your spellbook for success! Learn how to optimize ad spend, understand key metrics, and choose the best data collaboration partners.

1

‼️ICYMI ‼️Rachel O'Hara, Laura DeCristofaro, Sammy Natour, and Matthew Tilley sat down with AdExchanger to talk about the evolution of contextual targeting last week. 🚨SPOILER ALERT 🚨— traditional taxonomies are out, custom AI-enabled categories are in. Watch the full webinar here — https://lnkd.in/earNZGhZ

22

Want to learn more about LiveRamp’s integration with AWS Entity Resolution? In this demo video, our Head of Embedded Products Lisa Cramer shows how LiveRamp's enhanced identity solutions help marketers and advertisers connect fragmented consumer touch points across all the destinations that matter. With built-in privacy-enhancing technologies, customers can enhance accuracy of customer insights and build personalized marketing experiences for the post-cookie ecosystem - all while minimizing the movement of data. This no-code, native AWS solution is as easy as the click of a button. Watch here: https://lnkd.in/gt3NkaWx AWS Partners

1

Great read... Learn more about why diversifying your partnership strategies is essential in today's digital environment. Explore the eBook "The Importance of Diversifying Your Partnership Strategies" by Partnerize: https://okt.to/9l2hM0

2

"Performance-driven paid media has emerged as the dominant focus for advertisers, reflecting industry-wide scrutiny on channels that deliver measurable business outcomes," said Aaron Goldman, Chief Marketing Officer at Mediaocean. "To thrive in the final months of this year, advertisers must prioritize creative ad tech solutions that use AI and automation to meet consumers in the moment with relevant messaging and orchestrate consistent omnichannel experiences." #advertising #adtech #mediaoceanreport

6

Marketing, tech, and finance need to be on the same team if you want sustainable and lasting success in your marketing department, and as a company. Communication is key. Everyone needs to be on the same page, not just departments communicating with themselves. Get together for strategy building, and you'll find yourself with a clearer picture. #Marketing #MarketingStrategy #BusinessGrowth

3

#SGE has officially arrived! Get insight on the new Google search experience and how your brand can take control in Intero Digital's article:

3

Is it retail media or commerce media? The distinction goes beyond semantics. As my Skai colleague Nich Weinheimer explains in his article for Total Retail, the classification determines "how advertisers will manage, staff, budget and strategize their programs. This distinction impacts everything from operational execution to strategic planning and will shape the next era of advertising." Read the whole thing: https://lnkd.in/ezKFcTV2

6

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

2

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.

6

Frederick Stanichev, LiveRamp’s VP of Sales at LiveInsights, reveals how LiveRamp is making data collaboration simpler and more effective for commerce media. Watch the interview to learn how you can elevate your commerce media efforts!

3

The checklist breaks down the factors advertisers need to consider to set up their live programmatic campaigns for success, including: - Tech Infrastructure: Setting expectations and testing before primetime - Ad Delivery: Pre-approving creative and striking dedicated deals - Campaign Guidelines: Setting goals and baking in flexibility Download the full checklist to ensure you are set-up for success when it comes to advertising in live events via programmatic. #FreeWheelEmp https://bit.ly/4fRlJW2

12