Vivian Herron

Sign up now for our webinar on June 5th on the exciting developments in leveraging first party data using LiveRamp to achieve stronger ROI.

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The shift from third-party to first-party data infrastructure will impact every aspect of your business, the winners and losers will be decided based on how they react to this moment.

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Trying to determine your return on ad spend? You’re not alone. That's why organizations are shifting focus from data collection to measurement optimization in 2024. Check out this new report by Wakefield Research to: 👉 Learn what’s top-of-mind for leading marketing, advertising and brand management executives 👉 Find out how data collaboration can help you unlock the full potential of your data 👉 See why data clean rooms are key to illuminating better measurement and richer insights Download now:

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We know advertisers want:  ·  Access to premium supply at scale  ·  Insights that move the needle on their business ·  Simplicity to plan, buy and measure through automation.     Excited to introduce a solution to that achieves those needs – with an expanded relationship with Walmart Connect to bring the data insights that drive results across the most powerful streaming inventory in the industry – programmatically. Read more in AdExchanger! https://lnkd.in/g_Rgwnyy  

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A fair and well researched piece this morning. (No I was not a source.) Buried in it is this line. "though a far cry from reports of Oracle Advertising earning more than $2 billion in 2022" It's fair to wonder how Business Insider, came up with the wildly outlandish $2bb+ figure. My supposition is they talked to a single, misinformed employee and never bothered to verify the number. All of this makes the case for the open internet. A niche publisher, AdExchanger comes to market with a well researched thought out piece where the author James Hercher clearly interviewed multiple sources, verified his facts and presents the reader with a clear picture of the machinations behind the curtain. Meanwhile, the Business Insider pieces seem slapdash, sensational and poorly researched. Ironically one would think the larger, more resourced publication would have higher ethical journalistic standards. The reason I bring this up is 2-fold: ▶ This is a subject I have relatively strong knowledge in. Therefore, I am more able to separate facts from falsehoods. Understanding how poor BI's (pay gated) reporting is on the subject is concerning. In the scope of global life, this is a small story. But it's instructive as to the priorities of the modern newsroom. ▶ Independent publishing, which seems to be, in this case, vastly superior to pay-gated big publishing, is at serious risk with the pending demonetization of Chrome. As someone who has built a career in the industry, it's clear that the goal of maintaining a free, open internet is imperative. Lastly, I would encourage the Business Insider newsroom to take a look at their oversight and practices. I doubt that the individual authors of the Oracle Advertising stories are intentionally publishing false information. There is likely a culture that prioritizes speed over facts and clearly a focus on sensational headlines over thoughtful journalistic integrity. I hope as the business matures they can take a more ethical approach. https://lnkd.in/eR-EMUJ6

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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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The IAB Predicts Social Video Will Overtake CTV This Year. Social video “is taking more of a lead over CTV” because it provides better campaign reporting based on an advertiser’s preferred business outcomes, a capability that CTV lacks in comparison. Marketers are under pressure to justify their investments by connecting their ads to results, which is why they’re raising investments in social video more than CTV this year. But in my experience while attribution remains the king, we need to think about incrementality. https://lnkd.in/dYze9K-3

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Looking forward to sharing the stage with Harman Sodhi next week at Path to Purchase Institute's Retail Media Summit! Looking forward to digging in on the importance of measurement, and how to find insight into the holistic impact of your retail media activities. #retailmedia #shipt #shiptmeda #criteo #data

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B2B Marketers: 🗣️"It's your fault." B2B Sellers:🗣️"No, it's your fault." But here's the problem: 👉 Teams have different goals 👉 They track different metrics 👉 There's no cross-team communication And then they wonder why their teams are misaligned. 🙅‍♂️ Stop playing the blame game! Learn how to bridge the gap between marketing and sales with insights from CMO Kelly Hopping and CSO John Eitel’s new book, “Yes, It’s Your Fault! From Blame to Gain: Achieving Sales and Marketing Alignment to Drive B2B Growth,” launching on 6/11! 🎉 📖 Join us on launch day for a webinar where Kelly and John will break down key insights from the book and show you how to achieve true collaboration and drive B2B growth. Save the date and register NOW! #ItsYourFault #B2BMarketing #B2BSales

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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

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📢 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.

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🚀 The 2024 CMO Intentions Study reveals that cross-functional alignment is essential for successful Martech integration. With 39% of CMOs highlighting the need for improved alignment and 40% emphasizing the importance of proving ROI, it's clear that collaboration and efficiency are key. Dive deeper into the findings and discover how to overcome integration challenges. #MarketingStrategy #CMO #Martech

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Retail media has emerged as the fastest-growing ad channel in the United States, experiencing a remarkable growth rate of 26.0% this year and capturing 14.1% of total US media spend. By 2028, nearly one in five ad dollars in the US will be devoted to retail media. This rapid growth emphasizes the importance of RMNs as a critical tactic of the marketing mix. However, despite this growth, RMNs face several key challenges...

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Go-To-Market plans are critical for success...here is a blueprint.

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In today's market, missing the mark with your audience not only wastes valuable resources but damages the overall customer experience. Historically, advertising lacked precise segmentation capabilities, relying on broad strokes to reach audiences and envision ideal customers because specificity was out of reach. But, retail media is gaining global momentum, particularly in the Asian market, offering precise targeting capabilities beyond anything we've seen previously. Retail Media Network (RMNs) offer precise targeting and segmentation capabilities, revolutionizing how brands connect with their audiences. These powerful data sources empower brands to deliver highly targeted and personalized advertising experiences based on a myriad of factors - what consumers are buying, where they're buying, and even the channels they're frequenting. As our understanding of channels and audiences deepens, so do our tools for engaging with them. We're uncovering insights into where they shop, how to drive them to physical or digital stores, and how to seamlessly transition between the two. No matter how stellar your product may be, it's relevance that truly strikes a chord with consumers. Read more about how retail media is transforming the ad landscape and empowering brands to connect with their audiences in a more meaningful way: https://lnkd.in/eedS-dmR

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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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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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