LiveRamp’s annual RampUp conference is one of the industry’s premiere events for martech leaders, and Samba TV was proud to be a presenting sponsor this year. The conference was held in San Francisco on February 25-26 and featured an agenda filled with excellent content for brands, agencies, technology platforms and others.

Samba TV CRO Dan Ackerman participated in a panel discussion entitled CTV & Linear TV: How to Help These Siblings Play Well Together. Here’s a description of the panel overview:

“CTV and linear TV can either work together to make a marketer’s TV strategy more powerful, or against each other, fighting for airtime and recognition. Make sure your organization is applying insights from one to make the other stronger by learning from experts well-versed in both mediums.”

Additional panel participants included: Youssef Ben-Youssef, Head of Ad Platform – Roku; Tal Chalozin, CTO & Co-Founder – Innvoid; Gayatri Bhalla, Chief Evangelist, Advanced TV – LiveRamp. The discussion was moderated by Jim Nail, Principal Analyst – Forrester.

Speaking before a packed and engaged audience at the Fairmont Hotel, the panel touched on several subjects relevant to brands that are challenged to navigate the increasingly complex landscape of modern television.

The group began the discussed touching on the importance of using historical data to inform the planning process. Looking back at the previous results and insights that helped drive success is integral to crafting future strategies and tactics for both Linear TV and OTT campaigns.

Using data to drive creative optimization is also getting increased attention as a tactic to ensure brand messaging is resonating with target audiences. Brands and advertisers have more data than ever at their fingertips to assess which creatives and tactics are driving performance, and should prioritize creative optimization whenever possible.

Privacy is clearly top of mind, especially when it comes to consumer TV data, and Dan highlighted the importance of both a simple opt-in process and transparency for consumers to understand exactly how their data is being used – and how it improves the TV experience.

Finally, the concepts of persistent ID and identity resolution were discussed as a key feature to address the growing number of devices tied to a household, as well as their critical role in accurate targeting, measurement and attribution of cross-device advertising.

Thank you to everyone who supported Samba TV at RampUp 2019 and also joined us for Dan’s panel. We’re already looking forward to next year!