LiveRamp ATS a Slam Dunk, says Forrester

Is your brand similar to “The Organization” referenced in Forrester’s report?
  • Half the reported value comes from an increase in ad efficiency driven by building an in-house attribution model using the ATS framework. This allows the advertiser to move budgets away from ineffective publishers or tactics, such as “legacy broad-based” campaigns. If your organization is interested in building an in-house attribution model powered by LiveRamp, this benefit could be within reach for you.
  • About a third of the value comes from the ads working better now that they can be personalized, says Forrester. The brands included in the research had success creating tailored creative messaging for prospects vs. existing customers. If your brand has defined customer cohorts or uses 1st party data to segment creative messaging, this benefit could apply to you.
  • Just over a tenth of the reported value is money saved from suppressing CRM records that aren’t desirable for advertising, putting potentially effective ad dollars back the pocket of the advertiser. If you over-message your brand’s existing customers, this could apply to you.
  • The remaining tenth of value comes from avoiding the costs of paying 3rd party cookie-based data providers. But since LiveRamp’s stated costs in the research are over 2x the stated 3rd party targeting costs, I’m not sure this benefit is really obtainable.
  • They own 35 million customer records
  • They desire to focus campaign messaging on or around these 35 million records
  • They have the competency and staffing to build an in-house attribution model

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Tom founded SugarFree to help brands navigate the cookieless world. His background is in media planning & buying, adtech and martech.

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Tom Riordan

Tom Riordan

Tom founded SugarFree to help brands navigate the cookieless world. His background is in media planning & buying, adtech and martech.

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