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How Advertisers Should Cope With a Post-Cookie World and The Importance of First-Party Data With LiveRamp Head of SEA, Seow Ping Tan
Manage episode 380041270 series 3292720
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Tune in to episode 14 of AdTech | AlikeAudience, where the Head of South East Asia, LiveRamp Seow Ping Tan, and AlikeAudience Co-founder Bosco Lam talk about the importance of using first-party data in a privacy-compliant manner as advertisers transition to a post-cookie world in digital advertising, with business and technology journalist Duncan Craig.
Tune in to get intriguing insights on:
- Industry's response to Google's announcement regarding a cookieless future in digital advertising.
- Importance of collaborating on first-party data to ensure continuity, mutual benefit, and the creation of business value.
- The complexity of data collaboration and the need for privacy, legality, and consumer rights respect in a cookieless world.
- Importance of privacy, consent, and clear purposes in data collaboration for brands and the need for respecting customer rights.
- Transition to a post-cookie world, privacy compliance, and the need for privacy by design.
- Importance of secure data collaboration, clean rooms, and privacy measures in marketing.
- Use cases of data collaboration, insights, measurement, and the complex relationship between CPG brands and retailers.
- Multi-faceted collaboration between brands, retailers, and intra-company collaboration, emphasizing the need for strong internal champions and privacy considerations.
- Inter-departmental data collaboration enhances consumer journey insights and operations efficiency.
Seow Ping Tan
- Head of South East Asia - LiveRamp
- Former Vice President, Retail at Lane Crawford
- Former Regional Business Director at Acxiom Greater China
Bosco Lam
- Co-founder of AlikeAudience
- Addressability Working Member of iAB Tech Lab
- Expertise in behavioral economics and consumer data
- Passionate about empowering marketers to reach their target customers through connecting data and media and developing privacy-safe audience targeting solutions
Duncan Craig
- Communications Director (AdTech and Digital)
- Former Business and Technology Journalist
- Writes for advertising-marketing tech and digital companies in the Asia-Pacific region and runs their external media pitching/PR.
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- https://www.linkedin.com/company/alikeaudience
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