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Blog post By Paula Chiocchi on 2022-04-06

Last month my team and I had the opportunity to attend LiveRamp’s RampUp22 Conference in San Francisco. It was great to get out and attend in person again for the first time since the pandemic. We walked the show floor, reconnected with industry colleagues and attended several informative sessions. The LiveRamp conference is our team’s favorite industry event of the year — it’s always filled with powerful insights, offering a pulse on the state of data in marketing. And this year did not disappoint. 

The conference’s opening remarks by LiveRamp CEO Scott Howe really hit the nail on the head by articulating how important it is as an industry—as people, really—to connect with each other. As if the changes from the pandemic weren’t enough, our industry has also seen widespread changes in technology, as well as data privacy restrictions and regulations. We need to be able to learn from one another and seize opportunities for partnership or shared growth whenever possible.

Partnership was discussed in the opening keynote, “Build with Purpose, Never Break: Shaping the Future of Data-Driven Businesses.” Jeff Green, CEO and founder of The Trade Desk, joined Howe, saying one of the biggest surprises to him has been the ways to partner. Having the mentality that “there’s enough for everybody” opens the doors to new opportunities that benefit both parties and the customer. It’s a point that resonated with our team, as OMI has 75 million of our 80 million manager-level and above contacts matched to the LiveRamp ID graph, including 65 million records from our SMB and medical market databases. Along with this, you’ll also find data from other providers in LiveRamp. 

We know that our data is valuable, but with the massive amount of data out there, there’s also no way a single provider can have it all. That’s the reason LiveRamp, and other data marketplaces, offer such an innovative approach. Pulling data from multiple, high-quality sources creates a bigger picture of the prospect so marketers and advertisers can better reach the right audience.

One of the best things about LiveRamp’s marketplace is the ease in which data can be used and taken securely and anonymously to a DSP to deliver ads. In a world of increasingly complex data and technology, the value of simplicity and interoperability is higher than ever.

There were many compelling sessions and we learned something new from each one we attended. Some specific points of interest came from the Innovation Studio session, “Build Win-Win Data Partnerships.” It’s clear the evolving data landscape has made it considerably more challenging for brands to target the right audiences. The presenters talked about how the need for quality data—at scale—is at an all-time high and how data collaboration is the way to achieve it. Leveraging a trusted partner’s data can augment a business’ owned data and improve insights for more effective media buying. Collaboration becomes a “two-way street” unlocking the potential of data partnerships.

Data-driven strategies are reimagining the way business is run in many aspects of the advertising and media buying space. For example, a recent LiveRamp playbook highlights TV advertising trends and how to maximize ROI. TV looks very different in 2022. Is anyone watching live television anymore? As such, antiquated strategies don’t work anymore. The report notes that measuring, optimizing and reallocating impressions holistically across audiences based on insights and data can boost results by up to 20%.

Leaving the conference, our team definitely felt ramped up. We’re honored to partner with LiveRamp in making our data available to even more customers. And I know the insights gained from the conference will empower us to fuel even stronger results for our customers. In talking about data collaboration, Jeff Green said they’re working “for a world more rich with data.” Talk about a great objective for marketers everywhere.

Outward Media’s proven data cleansing services and targeted, accurate B2B data can enable you to achieve better digital marketing ROI and, ultimately, convert more prospects into customers. Go here to find out about leveraging our SMB and medical market data on the LiveRamp Data Marketplace, where 95% of our email data matches the identity graph for use with display ad marketing.

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