{"id":60837,"date":"2024-03-11T18:46:08","date_gmt":"2024-03-11T17:46:08","guid":{"rendered":"https:\/\/www.makingscience.com\/?p=60837"},"modified":"2024-03-11T18:46:08","modified_gmt":"2024-03-11T17:46:08","slug":"rampup-2024-insights-reflections-by-us-ceo-jason-downie","status":"publish","type":"post","link":"https:\/\/www.makingscience.com\/us\/blog\/rampup-2024-insights-reflections-by-us-ceo-jason-downie\/","title":{"rendered":"RampUp 2024 Insights &#038; Reflections by US CEO, Jason Downie"},"content":{"rendered":"<h5>US CEO, Jason Downie attended RampUp 2024 and writes about his key insights and reflections from the event.<\/h5>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">&#8220;At Rampup 2024, the term \u201c<strong>data collaboration<\/strong>\u201d was said MORE times than AI. That is a first! Scott Howe\u2019s keynote focused on the dawn of this new era, ushered in by changes in user expectations for privacy and personalization, changes in regulations, and the deprecation of 3P party cookies.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A month prior, I heard David Cohen speak at IAB ALM, and he called the upcoming years \u201cThe In-Between Years\u201d. The messy middle between what was the standard for the last 30 years (3P cookies and precision marketing) and what will be for the next +30 years (1P data, AI-powered modeling, and collaboration).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A few weeks before IAB ALM, I heard Google\u2019s Steve Yap speak at a US GMP Sales Partner summit. He spoke to the future of Google\u2019s ad and martech being a \u201ccooperative\u201d.<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><strong>Collaboration<\/strong>.\u00a0 <strong>Cooperation<\/strong>.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Marketers need to figure out what their new \u201cpartner ecosystem\u201d will look like and move quickly to build those relationships and the interconnectedness needed to achieve their goals.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In order to fully participate, marketers need:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>1PD<\/b><span style=\"font-weight: 400;\"> collected, prepped, de-siloed and organized<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Data Housed in a place (a <\/span><b>cloud<\/b><span style=\"font-weight: 400;\">, or <\/span><b>multiple clouds<\/b><span style=\"font-weight: 400;\">) where it can be made available for use across multiple partners (in a privacy-safe, secure environment)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Clean room tech that unlocks data <\/span><b>collaboration<\/b><span style=\"font-weight: 400;\"> across brands, data partners, and retailers in a way that also protects consumer privacy and consent<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Platform partners that enable <\/span><b>interoperable activation <\/b><span style=\"font-weight: 400;\">of<\/span> <span style=\"font-weight: 400;\">the data where customers live (e.g. through PAIR into Google DV360)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">A way to pull the results back down to the data warehouse for analysis and <\/span><b>measurement<\/b><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">To do all this, marketers will need <\/span><b>multiple partners<\/b><span style=\"font-weight: 400;\">.\u00a0 Consulting firms, system integrators, cloud providers, clean room tech, data partners, etc..\u00a0 We are trying to figure out, as an industry, how to do business for the next 30 years.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Marketers are generally not set up to do this.\u00a0 They sell soft drinks.\u00a0 Or soap.\u00a0 Or checking accounts.\u00a0 Some in-housing (or as we like to say, \u201cright-housing\u201d) is needed to own the data.\u00a0 Testing and learning can be expensive.\u00a0 But it needs to be done.\u00a0 Marketers should be trying lots of different tactics in a short period of time (fail small and fast to win big!) in these in-between years, in order to arrive at more permanent solutions that will work for the new era.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Finding trusted advisors to <\/span><i><span style=\"font-weight: 400;\">help make sense of all the partners <\/span><\/i><span style=\"font-weight: 400;\">feels like an important step in this process.\u00a0 Lots of companies have point solutions, or ad inventory, or data assets, or do media planning, buying, or measurement.\u00a0 But a lot less are <\/span><i><span style=\"font-weight: 400;\">client-centric<\/span><\/i><span style=\"font-weight: 400;\"> experts in the data collaboration value chain of the future.\u00a0 Consulting plus hands-on-keyboard thingdoers to evaluate tech, collect, move, organize and activate 1PD, and enables tech connections and run POCs.\u00a0 There will be an evolution towards companies becoming \u201cad tech system integrators for the CMO\u201d or Data AORs as data collection and collaboration become more important.\u00a0 And marketers will be better off as this evolution continues, so they can tie all this together in bespoke winning strategies.&#8221;<\/span><\/p>\n<blockquote><p>Get in touch with our team of experts to help your business navigate through the digital landscape.<\/p><\/blockquote>\n<p style=\"text-align: center;\">[button color=&#8221;accent-color&#8221; hover_text_color_override=&#8221;#fff&#8221; size=&#8221;large&#8221; url=&#8221;www.makingscience.com\/contact&#8221; text=&#8221;Get In Touch! &#8221; color_override=&#8221;#ff0067&#8243;]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>US CEO, Jason Downie attended RampUp 2024 and writes about his key insights and reflections from the event. &nbsp; &#8220;At Rampup 2024, the term \u201cdata collaboration\u201d was said MORE times than AI. That is a first! Scott Howe\u2019s keynote focused on the dawn of this new era, ushered in by changes in user expectations for [&hellip;]<\/p>\n","protected":false},"author":23,"featured_media":60840,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[200,235,494,231],"tags":[464,1318],"class_list":["post-60837","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-data","category-digital-transformation","category-insight-strategy","category-marketing","tag-google-2","tag-partner"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.makingscience.com\/us\/wp-json\/wp\/v2\/posts\/60837","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.makingscience.com\/us\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.makingscience.com\/us\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.makingscience.com\/us\/wp-json\/wp\/v2\/users\/23"}],"replies":[{"embeddable":true,"href":"https:\/\/www.makingscience.com\/us\/wp-json\/wp\/v2\/comments?post=60837"}],"version-history":[{"count":0,"href":"https:\/\/www.makingscience.com\/us\/wp-json\/wp\/v2\/posts\/60837\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.makingscience.com\/us\/wp-json\/wp\/v2\/media\/60840"}],"wp:attachment":[{"href":"https:\/\/www.makingscience.com\/us\/wp-json\/wp\/v2\/media?parent=60837"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.makingscience.com\/us\/wp-json\/wp\/v2\/categories?post=60837"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.makingscience.com\/us\/wp-json\/wp\/v2\/tags?post=60837"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}