In the 13th episode of Marketing Measurement Talks, the CEO of Uncover, Daniel Guinezi, talk to Thaissa Gentil, director at LiveRamp.
LiveRamp is a platform that connects brands, retailers, publishers, and media platforms. The objective is to promote the shared use of personal variables and credentials in a secure manner, in compliance with regulations and with respect for consumer privacy, strengthening data-driven marketing.
The central theme of the conversation is Data Clean Rooms, a technology that has been gaining space in the martech stack because it allows for more accurate audience segmentation. The concept of this strategy was created to break the barrier of silos and restrictions that limit access to granular and personally identifiable data (PII). The environment allows these records to be pseudonymized - transforming individual information into codes.
This technology is interoperable: raw data remains on its own servers and is processed in an ephemeral and secure manner within the clean room, which facilitates collaboration. The model unlocks the intelligent use of media, allowing, for example, an advertiser to optimize investment by avoiding advertising impact on clients that are already on their base and also that of a partner.
The conversation covered topics such as:
- Retail media and data monetization: While the clean room is not limited to retail, it is widely explored in this sector because the retailer has granular transactional information at the SKU and personal level. The technology allows you to extrapolate your own environment and securely monetize primary data on offsite channels, such as streaming and audio.
- Closing the loop and measurement at the sale: The retailer can close the loop and deliver results to the advertising brand at the point of sale, without relying solely on the click. This combines media KPIs (reach, frequency) with business KPIs (conversion rate, ROAS, New to Brand, loyalty).
- Incrementality and causality: Retail is well positioned to measure incrementality. It is possible to create test and control groups with similar behaviors and secure the control group so as not to be impacted by the media, observing the buying behavior of both.
- Partnerships and walled gardens: Major media platforms generally have their own clean rooms (walled gardens), restricting access within their four walls. LiveRamp expands the reach of this collaboration, acting as an activation partner - bringing the retail audience to the platforms - or as a neutral measurement provider, as in the case of TikTok.
Watch or listen to the full episode on YouTube and Spotify from Uncover: