Craig Benner in Ad Age: What Agencies Need to Know about the Publicis/LiveRamp Deal

As agencies scramble to react to the LiveRamp acquisition, our founder Craig warns agencies to avoid simply swapping one centralized dependency for another. Craig shared with Garett Sloane at AdAge that “RampID got dangerous because it became the ecosystem’s connective tissue and nobody felt they could walk away from it. Don’t fix that by swapping one landlord for another.

The net takeaway is that agencies need to work across several providers and build their own data foundation underneath. Integration pain is one-time but being trapped is forever. 

Read the full piece with more advice for agencies on AdAge: https://adage.com/technology/ad-tech/aa-publicis-liveramp-agencies/