Monthly Archives: March 2016

The Power Of People-Based Marketing

Q & A with Pete LaFond, vice president, marketing, on people-based marketing — an effective approach to audience targeting and reducing fraud. Q: What is people-based marketing? LaFond: People-based marketing is a data-driven strategy that starts with people—or more specifically, known, verified … Continue reading

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Winning with Addressable TV

The fate of addressable TV is binding. The oldest screen will converge with the efficient world of programmatic. Programmatic ad buying continues to make digital advertising increasingly automated and efficient. The data-driven decisioning technology benefits all players in digital advertising: … Continue reading

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Don’t Sleep on Third-Party Data

An assumption prevails over the world of data-driven marketing. It goes something like this: “First-party and second-party data are more actionable, and of much higher quality than third-party data.” That assumption is wrong. Data quality is not determined by its relative … Continue reading

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RampUp 2016 Recap: Data As An Asset

  As we wind down from RampUp 2016, the annual adtech summit hosted by LiveRamp, we’re reflecting on the technology, ideas and opinions that converged at the dynamic industry event. If you missed the summit, or you’re reflecting, here’s a rundown … Continue reading

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