SAN FRANCISCO\u2013 Addressability boils down to how a marketer engages with a consumer. But what does it mean to drive a meaningful consumer journey? In an interview with Beet.TV\u2019s Jon Watts, Travis Clinger, vp of global strategy and partnerships at LiveRamp described how his company is aiming to drive this.<\/p>\n

For LiveRamp, crafting this engagement means taking their marketer\u2019s data and enabling them to use that data across many different channels. In an increasingly fragmented industry, this hasn\u2019t been so easy, but Clinger believes that there are some benefits.<\/p>\n

\u201cOne of the benefits that we\u2019re going to see with the end of the third-party cookie is we\u2019re going to go from having hundreds of different cookie IDs to having common, people-based IDs that are encrypted and securely moved through the ecosystem so that your have a secure, privacy-safe way to interact with the consumer to drive a meaningful consumer journey and do it much for efficiently,\u201d Clinger says.<\/p>\n

This ecosystem includes all of the companies in ad tech that you need to use to drive a campaign. In order to reach somebody with an ad, it doesn\u2019t just happen through one platform.<\/p>\n

\u201cAll of these have to interoperate,\u201d Clinger says. \u201cAnd that\u2019s where we come together as the neutral identity provider, connecting them all together on people-based identity and making it easy to move data in a secure and efficient manner across those platforms.\u201d<\/p>\n

One of the challenges he identifies is privacy, which he calls an \u201cindustry problem\u201d. Publishers, marketers, and ad tech platforms all must take responsibility and work to improve this.<\/p>\n

\u201cWe need to talk about what the open internet is and how the open internet works,\u201d Clinger says. \u201cThe open internet is built on the idea of a value exchange. I as a consumer can go to a website and I can access all of this amazing content for free\u2026 and I do that by sharing my identity and data. But we need to be clear to consumers about what\u2019s happening, we need to explain the value exchange that\u2019s happening, we need to make it easy for them to opt out.\u201d<\/p>\n

Though privacy may be an issue, Clinger sees the 2020\u2019s as an era of tremendous opportunity. There\u2019s opportunity to build a better ecosystem, to move from cookies to people-based identity, and to regain the trust of the consumer.<\/p>\n

\u201cIt\u2019s going to be an exciting few years,\u201d Clinger says. \u201cI think we have an opportunity to transform the ecosystem, and I\u2019m really bullish on where the ad tech ecosystem is going.\u201d<\/p>\n

This video is part of\u00a0 Beet.TV\u2019s coverage\u00a0 of \u00a0RampUp<\/a>, LiveRamp\u2019s summit for marketing technology in San Francisco.\u00a0 This series is co-sponsored by LiveRamp and ZEFR.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

SAN FRANCISCO\u2013 Addressability boils down to how a marketer engages with a consumer. But what does it mean to drive a meaningful consumer journey? In an interview with Beet.TV\u2019s Jon Watts, Travis Clinger, vp of global strategy and partnerships at LiveRamp described how his company is aiming to drive this. For LiveRamp, crafting this engagement […]<\/p>\n","protected":false},"author":21,"featured_media":65338,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[8280],"tags":[6730,8141],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/65328"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/21"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=65328"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/65328\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/65338"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=65328"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=65328"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=65328"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}