Media companies that can accommodate advertisers' demands for private data collaboration stand to gain a significant market advantage. Data collaboration can boost revenues by attracting new advertisers, securing larger commitments from agencies and advertisers, and commanding premiums on ad products that leverage shared data.
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Steven Goldberg, VP of North America Publishers at LiveRamp, emphasized that publishers must start testing solutions before Google makes its move. The time is now when they still have a runway to try out opportunities. At LiveRamp, Goldberg oversees the Authenticated Traffic Solution (ATS) product and suggests that publishers should…
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Publishers on long-tail sites face several challenges related to addressability, including the difficulty of attracting advertisers to their sites due to the lack of addressable data, lower advertising rates, and data privacy regulation challenges.
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A Data Clean Room is not just another ETL (Extract, Transform, and Load) machine. And it needs to have specific capabilities that qualify a product or service as a Data Clean Room. The phrase stems from the industrial manufacturing facility concept, where a clean room was a controlled area to…
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By now, you have been immersed in the value propositions of a data clean room. While data privacy concerns are a sound reason to get started with a clean room, there are other added benefits, that when choosing the right type of clean room for you, will help your businesses…
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A data clean room is a secure, protected environment that enables two or more parties to bring data together for joint analysis with privacy, security, and governance rules in place. Data clean rooms are the future of data collaboration, but they’re not a new idea.
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As we inch closer toward a cookieless world, identity solutions have been touted as the perfect panacea. But before going all in on one identity solution over another, wouldn’t it be prudent to weigh all of your options? You wouldn’t invest all your money in one stock, would you? So why…
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As privacy restrictions began to tighten, Digital Media & Measurement Consultant, Rachel Adams had concerns that the digital media industry would no longer be data-driven, and she'd end up in the “integrated” media world again, where most buys were considered equally difficult to measure, and plans saw few changes quarter…
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Between a dusting-off of classical ad measurement techniques and some serious geeking out over first-party data, advertisers will find that, far from being the airless, suffocating hellscape they have been taught to fear, this new “cookieless” world will prove a hospitable and possibly verdant environment for measurement and attribution.
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