LiveRamp Upgrades for Meta Campaign Attribution

Marketing data collaboration firm LiveRamp has added new measurement capabilities, allowing retail media networks ('RMNs') and other clients to access new attribution insights from their Meta campaigns, via its Clean Room.

Led by CEO Scott Howe (pictured), LiveRamp helps client companies and their partners connect, control and make use of data to improve customer experience and drive business outcomes. The firm offers solutions for data onboarding, cookieless identity, integrations with major tools and platforms and privacy-compliant data sharing via the clean room. In February this year it launched a solution called Cross-Media Intelligence, which promises to improve marketers' measurement and optimization of ad campaigns across devices and locations.

LiveRamp users can now connect Meta and other campaign results with their own first-party sales data, to assess ad impact and demonstrate value to suppliers. The firm says many RMNs already use its solutions to securely send their sales data to Meta for in-flight campaign optimization - the update means they can now access insights from all partners, including Meta, 'with the confidence of neutrality and control.' The firm plans to add further features addressing incrementality, halo analysis, and new buyer insights, in the near future, enabling firms to benchmark performance and further improve tracking of media spend ROI.

The firm is headquartered in San Francisco, with offices worldwide and home page at www.liveramp.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.