The world of marketing continues to evolve at a rapid pace. It’s vital that brands embrace forward-looking technologies to sustain the data-driven activation and measurement they need to optimize media dollars today and in the future.
Many savvy marketers have already realized that one of the best ways to do this is by making use of their first-party data to drive informed decision-making. In 2025, marketers who want to stay competitive will need to understand not only how to make better use of the data they already have, but also how to apply collaborative technologies to propel their organizations into the future by tapping into new data sources.
Conversion APIs are key to optimizing marketing efforts
Even though cookie deprecation is no longer an immediate threat to marketing, better alternatives to tracking ad performance have emerged for brands wanting higher ROI from campaigns.
Conversion APIs (CAPIs), offered by platforms including Meta, Snap, and Pinterest, not only help marketers protect their brand’s long-term growth in a world where privacy regulations continue to evolve, but also create a more holistic view of conversion paths to improve campaigns. Marketers are able to move past surface-level metrics like page views and cart additions. CAPIs unlock the entire customer journey by connecting dots across offline and online data events and conversions in a privacy-conscious way, all while safeguarding user privacy.
Data clean room standardization removes red tape to unlock insights
Forward-looking marketers know that data collaboration has the potential to accelerate business growth by helping organizations reveal key insights from publisher, retailer, and other brand partner data. Collaboration tools such as clean rooms are especially advantageous by allowing teams to securely combine and analyze data across channels to drive more strategic decisions. But oftentimes, partners can face prolonged periods of negotiation and technical setup that delay time-to-value.
LiveRamp recently launched Quick Start Insights for Media Intelligence to overcome these challenges. These ready-to-go insights offer simplified terms and conditions and a toolkit that substantially reduces reliance on data science resources. With more ease, speed, and scale, brands and publishers can fast-track their clean room partnerships with campaign and audience insights, such as overlaps, optimal frequency, and last-touch attribution, that don’t require custom queries.
When standardization can simplify paperwork, satisfy legal and IT guidelines, and save valuable time by enabling an immediate path to value, what used to be a months-long, complex process turns into new business value possible within hours.
Cross-screen measurement makes inaccessible data accessible
For years, the promise of cross-screen measurement has been top of mind for marketers seeking holistic insights across their TV, connected TV (CTV), social, publishers, and programmatic advertising. With CTV and social video remaining the highest priority channels for ad buyers, according to the Interactive Advertising Bureau, the industry will need more comprehensive measurement solutions that can unify insights across fragmented channels.
The early capabilities of cross-screen measurement are constantly evolving to meet market investment. With secure and privacy-optimized data collaboration creating access to previously inaccessible data sets across partners, marketers are sure to finally achieve truly comprehensive cross-channel measurement and analytics in 2025.
—Christine Grammier, Vice President, Product, LiveRamp