Welcome back to Modern Marketing and Measurement. On this episode I sit down with Jessica Shapiro, CMO at LiveRamp, to talk about what she coins a Brand Renaissance. We cover how data collaboration helps connect the full customer picture, how personalization should support (not dilute) brand, and why treating customer data with care is key to building relationships that actually last.
The risk is treating an opportunity like this as a straightforward merchandising exercise; just put the tapestry on a mug and wait for the queue to convert.
The industry spends a lot of time talking about platforms and emerging technologies. But consumers rarely think in those terms.
To say that publishers need to run more efficient businesses to survive the next phase of the internet is an understatement. If we do not adapt, the industry risks extinction.