Episode 135: Scott Howe from LiveRamp and The Trade Desk’s very bad week
Marketecture: Get Smart. Fast. · Ari Paparo
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Show Notes
Ari Paparo and Eric Franchi sit down with Scott Howe, CEO of LiveRamp, for an open conversation about how the ad tech world is changing. They talk about LiveRamp’s shift from simply “data onboarding” to helping companies work together securely, how AI gets a real boost when you feed it the right kind of data, and what’s actually happening now that cookies are fading away. Scott also shares real-world stories, from loyalty programs to connected TV, that show why smart collaboration might be the best way to stand out against the biggest players.
Takeaways
- LiveRamp has moved from moving data around to helping partners actually use it together
- AI works best when powered by private, permissioned data instead of just public information
- Cookies are losing importance, and direct, authenticated connections are taking the lead
- Mid-sized players with unique data can compete more effectively with walled gardens
- The industry needs clear, open standards for sharing data to avoid repeating past mistakes
Chapters
00:00 – Catching Up and News of the Week: Streaming deals, TTD updates, and AI chatter
02:34 – What LiveRamp Is Now: From onboarding to true collaboration
03:40 – AI’s Data Diet: Why proprietary signals matter most
05:20 – Clean Rooms in Action: A snack brand, a retailer, and a social platform walk into a campaign
06:55 – Life After Cookies: Authenticated reach is already ahead
09:26 – Hedged Gardens: Where smaller but mighty players fit in
13:31 – The UCP Idea: Building shared rules for sharing data
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