Post by MetaRouter

One panelist at Cannes Lions International Festival of Creativity called LiveRamp the "easy button." Another called it a toll road. Both were right. And in his latest piece for The Drum, our own Dom Burch explains why the Publicis acquisition matters far more than a simple supplier reshuffle. Swapping one identity vendor for another just recreates a workflow designed for 2015. The real opportunity is to stop shipping customer data from system to system and resolve identity where the data already lives. One path gives you access to someone else's infrastructure. The other builds capability inside your own business. If customer understanding is one of your most valuable assets, why keep renting it? Read Dom's full take in The Drum 👇 https://lnkd.in/eHp3zcQn #RetailMedia #CustomerIdentity #FirstPartyData #MarTech #DataInfrastructure