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LiveRamp: The evolution of our capabilities to connect real world people and insights to online behaviours

LiveRamp UK were delighted to present the award for Best Online Media Property at the Annual AOP Awards 2017. The AOP has long championed the very best in digital publishing evolution and effectiveness. The publishing industry has been transformed by the growth and evolution of digital and will continue to do so.

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We at LiveRamp UK were delighted to present the award for Best Online Media Property at the Annual AOP Awards 2017. We would like to formally congratulate the winner, BBC Worldwide, as well as all the finalists who made the shortlist for this prestigious award.

 

The AOP has long championed the very best in digital publishing evolution and effectiveness. The publishing industry has been transformed by the growth and evolution of digital and will continue to do so. As a business which can help publishers to connect their online readership to real world actions and events, LiveRamp is always excited to help the celebrate best in class innovation and the creation of content which engages and stimulates readers and audiences.

 

Online publishing is a rich, diverse and vibrant space, and due to the proliferation of channels and outlets often some of the innovative approaches might only be reaching niche audiences rather than mass awareness. It is a space in continual flux and, as such, taking the time to step back, showcase and champion the truly innovative and effective methods which are making online publishing ever more effective and engaging is an invariably worthwhile pursuit.

 

The notable emphasis on partnerships

 

It was also great to see so many awards for partnerships at this year’s AOP awards. These days, when every penny of advertising revenue counts, brand partnerships are essential for media publishers in supporting and driving forward commercial creativity.

 

There is such a wealth of interesting and innovative new ideas coming through in the arena of brand partnerships that its diversity and ability to really engage with audiences in a compelling way should be showcased as an example for others in the industry to follow.

 

Such initiatives also often lead to the emergence of new display and content techniques, which in turn push the envelope for publishing as a whole.

 

There are challenges ahead…

 

Engagement and cut-through will continue to dominate the end goals for publishers. The transition to the digital environment has brought new challenges that can – and should – also be seen as opportunities. How can publishers effectively identify readers, across devices and channels, so they can respond to their needs through tailored and relevant content delivery?

 

This represents the next step in the publishing world’s digital maturity. We’re at a very exciting tipping point in the evolution of our capabilities to connect real world people and insights to online behaviours, and understand how each world impacts and influences the other. It all comes back to data – understanding its potential and respecting the limits that GDPR and other privacy legislation will place on people. This is an holistic challenge for any brand or business, but publishers especially need to ensure they maintain the digital momentum they have built to date, and continue to develop the innovative techniques that the AOP Awards recognises with such aplomb.

 

 

Richard Foster

UK MD, LiveRamp

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