SAN FRANCISCO– 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’s 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 means taking their marketer’s data and enabling them to use that data across many different channels. In an increasingly fragmented industry, this hasn’t been so easy, but Clinger believes that there are some benefits.
“One of the benefits that we’re going to see with the end of the third-party cookie is we’re 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,” Clinger says.
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’t just happen through one platform.
“All of these have to interoperate,” Clinger says. “And that’s 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.”
One of the challenges he identifies is privacy, which he calls an “industry problem”. Publishers, marketers, and ad tech platforms all must take responsibility and work to improve this.
“We need to talk about what the open internet is and how the open internet works,” Clinger says. “The 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… and I do that by sharing my identity and data. But we need to be clear to consumers about what’s happening, we need to explain the value exchange that’s happening, we need to make it easy for them to opt out.”
Though privacy may be an issue, Clinger sees the 2020’s as an era of tremendous opportunity. There’s opportunity to build a better ecosystem, to move from cookies to people-based identity, and to regain the trust of the consumer.
“It’s going to be an exciting few years,” Clinger says. “I think we have an opportunity to transform the ecosystem, and I’m really bullish on where the ad tech ecosystem is going.”
This video is part of Beet.TV’s coverage of RampUp, LiveRamp’s summit for marketing technology in San Francisco. This series is co-sponsored by LiveRamp and ZEFR.