#72: [RECORDING] Liveramp Use Case Webinar
With Travis Clinger, Chief Connectivity Office of Liveramp
Quo Vadis had a big vision. So we teamed up with Beeler Tech to create the most important event in AdTech. The AdTech Economic Forum takes place April 24 at The New York Times Center. Folks are already calling it the “Davos of AdTech.” That’s a great way to frame a full-day event around adtech, finance, economics, and corporate development. What’s really going on? What’s changing? Winners? Losers?
Our guest speaker lineup is legendary and so is the agenda: Sir Martin Sorrell, Rishad Tobaccowala, Laura Martin, Shweta Khajuria, Brian Wieser, Ian Whittaker, Ari Paparo, Brian O’Kelley, Kathryn Farrara, Jamie Barnard, Sabrina Traskos, and Michael Farmer with a handful of other amazing minds to come. Some of them will surprise you!
The AdTech Economic Forum is invite-only or apply-to-attend. Let us know if you’re interested. Get on the list.
Use Case Webinar With Travis Clinger
Last week Quo Vadis ran a live use case webinar with Travis Clinger, Chief Connectivity Office of Liveramp. Not only did 100+ folks show up, but they also asked tons of great questions which is always amazing.
Here’s the recorded version in case you missed it.
We touched on 4 topics
3rd Party Cookies vs. New World: If you’re a passenger on the negative train to a place called the “sky is falling",” then it’s time to get off at the next stop called “find a way or make one.” Cookies are gone and that’s a good thing. The sooner you stop the false drama, the sooner you’ll see a glass that’s half. Find a way or make one to get audience targeting done in a new and better way. There are many alternatives, so testing and learning with an early and often mindset is the way to go.
Getting Audience Targeting Job Done: The webinar breaks down the job into three job steps — planning, buying, and measuring — and then we dug into sub-job steps talking about what’s changed. Travis put on a master class in this part of the session.
Gravity Theory of Walled Garden Data Trades: You’ve seen Quo Vadis’ view on what’s coming to clean rooms. Scratch that — it’s already here. A few weeks ago we wrote the underlying economics of what’s happening. We talked about that too.
Rules: 1) All data is now walled garden data; 2) Data A joined with Data B makes Data A and Data B more valuable; 3) Different walled gardens from different regions are better or worse at producing a certain type of data, and different walled gardens in the same region are better or worse at producing a certain type of data; 4) Trade between two parties make both parties better off. 5) Market-makers come to play to facilitate trades. Privacy Sandbox: Here’s the important thing. If you’re one of those many people who are somehow under the impression that Privacy Sandbox is supposed to be an exact replacement for 3rd party cookies then you are going to be disappointed. You don’t need 3rd party cookies to get the audience job done today. You just need to do audience targeting. Figure it out. There are several viable options and you’ll be better off with more doing and less hoping.
Enjoy!
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