The French holding company has spent seven years assembling a data stack its rivals can't easily replicate. The LiveRamp deal completes it — and creates a problem for everyone else
I tried to make it as simple as possible, not to be patronising but I tend to get confused when media companies talk about their data-layers and data infrastructure.
I can't speak about specifics however a large publisher with disparate customer data across multiple touch points, across many different territories would struggle to demonstrate a single customer view (some paid sub, others might be email subscribers etc.) Using LiveRamp would be able to helpful when selling inventory to major advertisers e.g. Rolex who are interested in a particular demographic across all the areas they operate or have date. It's complicated but the targeting of prospective customers has become an art and Publicis are leading this area in a big way. To give you an idea Publics Groupe grew by over 5% in the last year where WPP decreased by roughly the same amount. It's hard to tell how much the sale to Publicis will affect publishers however it's an important story.
Exceptional piece. Thanks. I'm a little bit wiser now.
I tried to make it as simple as possible, not to be patronising but I tend to get confused when media companies talk about their data-layers and data infrastructure.
You nailed it.
Thanks Jez, always wonder why I didn't set up a data lake, infrastructure wotnot, they seem to be selling for a lot of £££
Key question: Did many publishers use LiveRamp? Were they an essential part of publisher ad tech infrastructure? Or just a 'nice to have'?
I can't speak about specifics however a large publisher with disparate customer data across multiple touch points, across many different territories would struggle to demonstrate a single customer view (some paid sub, others might be email subscribers etc.) Using LiveRamp would be able to helpful when selling inventory to major advertisers e.g. Rolex who are interested in a particular demographic across all the areas they operate or have date. It's complicated but the targeting of prospective customers has become an art and Publicis are leading this area in a big way. To give you an idea Publics Groupe grew by over 5% in the last year where WPP decreased by roughly the same amount. It's hard to tell how much the sale to Publicis will affect publishers however it's an important story.
That's helpful, thanks.