'We’ll start to see marketers tap intelligent tools to target consumers without the need for personal identifiers' says LoopMe's Sarah Rew

Media 7 | March 15, 2022

marketers tap intelligent tools
Sarah Rew, Senior Director, Global Marketing at LoopMe elaborates on the importance of measuring campaign performance, LoopMe's innovative use of AI and ML and how high technologies are changing the AdTech marketplace in her latest interview with Media 7.

Combined with the data insights gathered through machine learning, we are able to identify appropriate audiences, as well as offer real-time campaign insights

MEDIA 7: Thank you so much for doing this with us! Before we dig in, our readers would love to learn a bit more about you. Can you tell us a story about what brought you to this specific career path?
SARAH REW:
Thank you for having me! My interest in PR and marketing was actually sparked by one of my university professors. While reading Classical Civilisation and Psychology at the University of Manchester, my lecturer suggested that PR could be a good fit for me, which prompted me to attend an “Institute for Public Relations” day to learn more about the industry. The emphasis on storytelling really excited me and I was keen to help shape a brand’s identity through the power of communication. After completing two work experience placements in financial PR, I went travelling for a year, visiting Singapore, Australia, New Zealand, Fiji, the Cook Islands, Tahiti, Los Angeles and San Francisco. This was a formative experience, teaching me independence and resilience, which I have taken with me throughout my career. When I returned to the UK, I started working at VisitBritain in the Strategic Communications department, helping to organize product familiarization trips for trade buyers and journalists. I’ve since worked for Toluna, YuMe, and Flashtalking, then I joined LoopMe as International Marketing Director in 2019, before being promoted to Senior Director, Global Marketing. Now, I manage the UK marketing team, deliver global marketing plans, and create LoopMe’s insights and research reports.

M7: Recently, Mayfair Equity Partners announced their plan to acquire a majority stake in LoopMe. What major changes will this deal bring to the table for your clients and customers?
SR:
We’re excited to have the support of Mayfair and the opportunities that it brings. Not only will it bolster LoopMe’s ability to develop innovative new products, but it will also help accelerate our growth in core markets, such as the US and EMEA. In addition, we will be expanding further internationally, particularly within the APAC region.

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While measuring campaign performance will be just as important, not many companies have succeeded in finding efficient and dynamic measurement tools

M7: LoopMe has transformed the mobile advertising sector through the innovative use of AI and ML. What distinguishes your products in today's consumer experience-driven industry?
SR:
One of LoopMe’s major selling points is our use of artificial intelligence, allowing businesses to optimize their campaigns in real-time and deliver relevant ads to consumers. This also means that businesses can base their marketing decisions on empirical data rather than outdated proxy metrics. LoopMe’s AI creates a predictive model of consumers that are more likely to take an action -- this is based on hundreds of attributes. We then serve ads to those consumers which are most likely to convert, a decision that’s made in real-time on each ad request. LoopMe conducts regular surveys and research to determine consumers’ attitudes, behaviours and opinions. This gives us an edge in terms of relevancy because, combined with the data insights gathered through machine learning, we are able to identify appropriate audiences, as well as offer real-time campaign insights to boost our clients’ measurable uplift.


 

M7: What are your predictions on AI-led technologies changing the AdTech marketplace in the coming years?
SR:
The digital marketing space has always been fast-moving, but it’s been especially turbulent over the past few years with ongoing privacy changes and the race to find cookieless targeting solutions. While measuring campaign performance will be just as important, not many companies have succeeded in finding efficient and dynamic measurement tools. Going forward, this will become a bigger priority in the ad tech world and marketers will move away from proxy metrics, such as clicks, in favour of AI-based solutions. With privacy regulations more stringent than ever, we’ll also start to see marketers tap intelligent tools to target consumers without the need for personal identifiers. For example, predictive modelling maximizes privacy-compliant first-party data by pairing it with third-party insights. This allows advertisers to identify relevant audiences based on their behaviours and therefore tailor ads and recommendations to the right audiences at the right time.

Read More: Panzura's Glen Shok predicts a future with self-learning AI algorithms that can make networks more efficient


The industry is so wide-ranging that it’s important to explore different specialisms until you find the one you love

M7: What is your approach to market research, both customer and competitor focused, in the data-driven advertising industry?
SR:
It’s always been fundamentally important to us to conduct our own in-flight research. This allows us to identify key consumer trends and help clients better inform their advertising strategies. Data-driven, real-time consumer insights are a part of our day to day strategy and our PurchaseLoop product helps us unlock these. PurchaseLoop uses artificial intelligence to optimize media investments against marketing goals -- from impacting how people feel about a brand to what they do after they have been exposed to their ad. We also keep an eye on industry research updates, such as the UK’s IPA Bellwether Report, which helps benchmark how the industry is performing — and is predicted to perform – over the coming months.

M7: What is your advice to young professionals trying to pave their way into Marketing?
SR:
It’s not always about having the most experience, although securing some mentorship in your early years will give you a strong foundation. If you’re driven and enthusiastic, you can quickly learn the ropes, and, most importantly, if you believe in yourself you can achieve anything. The industry is so wide-ranging that it’s important to explore different specialisms until you find the one you love. This will help you consolidate your wider industry knowledge and enter new areas with a fresh perspective. I have personally moved through different areas of marketing before settling in ad tech and it has given me many transferable skills. Networking events are also invaluable ways to learn more about the industry and make important connections that could influence your future career.

ABOUT LOOPME

LoopMe, a leading outcomes-based platform closes the loop on digital advertising. By leveraging AI to optimize media delivery in real-time, they drive measurable uplift for business outcomes and more effective advertising across online and offline marketing goals, including brand lift, purchase intent, consideration, foot traffic and sales.

LoopMe was founded in 2012 with the mission to create better consumer experiences through innovation, powered by data, to bring people and brands together. The Company is headquartered in the UK, with global offices across New York, Boston, Atlanta, Chicago, Detroit, San Francisco, Los Angeles, Toronto, Singapore, Dnipro (Ukraine), Japan and Hong Kong.

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The integration enables brands to onboard their audiences into FreeWheel‘s TV platform and transact direct deals with premium CTV publishers. Brands can now leverage their first-party data in conjunction with LiveRamp’s RampID and activate on FreeWheel’s premium video supply. One key benefit is that every impression can now be measured, resulting in better measurement and ROI for marketers. “Premium addressable CTV inventory is the new must-have for every advertiser,” said Travis Clinger, SVP, Activations and Addressability, LiveRamp. “FreeWheel’s integration to support LiveRamp’s addressability will power more accurate, people-based marketing across some of the world’s leading streaming publishers, enabling marketers to drive the business outcomes they need.” With third-party identifiers such as the cookie on the decline, we teamed up with LiveRamp to create a new solution for marketers to reach and engage with relevant audiences, said Matt Clark, VP, Strategic Partnerships, FreeWheel. “The end result is a much needed new offering that combines the strength of LiveRamp’s identity framework, FreeWheel’s expertise and scale in premium video, and the benefits of addressable advertising. We’ve designed, built, and are introducing this new solution with a focus and commitment to privacy, so that advertisers can get ahead of and succeed in today’s evolving media landscape.” “We are pleased to extend our longtime ATS implementation into the ad-supported version of AMC+ coming this October and this important new inventory,” said Scott Keating, VP, Audience and Data Platforms, AMC Networks. “This capability will drive our leadership position in delivering addressability for our partners while extending scale of high-quality audiences rooted in authentication.” “Paramount Advertising is steadfast in delivering the most advanced and flexible offerings for marketers to reach their target audiences across our leading portfolio of networks and streaming services,” said Todd Bender, SVP, Ad Platforms, Paramount. “LiveRamp has been a longstanding partner as a key member of the Paramount Identity Framework, and this partnership with FreeWheel will enable us to further enrich bid requests and unlock even more powerful opportunities for advertisers across our EyeQ footprint of more than 90 million full-episode viewers.” Through this global partnership, FreeWheel and LiveRamp are bringing a privacy-focused solution to CTV publishers, enabling publishers to create audience-based targeting for buy-side platforms on authenticated publisher inventory. LiveRamp’s ATS is the standard for post-signal connectivity and leads the way in interoperability with Google Display & Video 360’s PAIR, The Trade Desk’s UID 2.0, and Publicis’s CORE ID. Publishers working with LiveRamp and FreeWheel will now be able to benefit from increased demand and CPMs on their ATS inventory. This new industry solution will be available in market beginning in Q4 2023. About LiveRamp LiveRamp is the data collaboration platform of choice for the world’s most innovative companies. A groundbreaking leader in consumer privacy, data ethics, and foundational identity, LiveRamp is setting the new standard for building a connected customer view with unmatched clarity and context while protecting precious brand and consumer trust. LiveRamp offers complete flexibility to collaborate wherever data lives to support the widest range of data collaboration use cases—within organizations, between brands, and across its premier global network of top-quality partners. Hundreds of global innovators, from iconic consumer brands and tech giants to banks, retailers, and healthcare leaders turn to LiveRamp to build enduring brand and business value by deepening customer engagement and loyalty, activating new partnerships, and maximizing the value of their first-party data while staying on the forefront of rapidly evolving compliance and privacy requirements. LiveRamp is based in San Francisco, California with offices worldwide. Learn more at LiveRamp.com. About FreeWheel FreeWheel empowers all segments of The New TV Ecosystem. We are structured to provide the full breadth of solutions the advertising industry needs to achieve their goals. We provide the technology, data enablement and convergent marketplaces required to ensure buyers and sellers can transact across all screens, across all data types, and all sales channels, in order to ensure the ultimate goal – results for marketers. With offices in New York, San Francisco, Chicago, London, Paris, Beijing, and across the globe, FreeWheel, A Comcast Company, stands to advocate for the entire industry through the FreeWheel Council for Premium Video. For more information, please visit freewheel.com, and follow us on Twitter and LinkedIn.

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