Data Collaboration Takes Center Stage as Omnichannel Marketing Evolves

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As third-party cookies fade into obsolescence and AI takes center stage, marketers are facing a pivotal moment: adapt or fall behind. The era of isolated campaigns is over. The future belongs to brands that can connect data, partners, and platforms to deliver measurable outcomes across channels.

Travis Clinger, Chief Connectivity and Ecosystem Officer at LiveRamp, says marketers who cling to legacy systems risk being left in the dark. “This isn’t just about survival. It’s about performance,” he explains. “Marketers must evolve from fragmented, channel-specific strategies to connected, omnichannel ecosystems that drive business results.”

Data collaboration, particularly when tied to authenticated identity allows marketers to unify customer interactions across platforms, refine measurement, and optimize campaigns in real time. These partnerships are becoming essential, especially as brands aim to demonstrate ROI amid tighter budgets and rising accountability.

Collaboration with retail media networks and commerce partners offers real conversion data, bridging the gap between media activity and actual purchase behavior. This live feedback loop makes marketing more responsive and more effective.

But acting on insights is just as critical as capturing them. Today’s marketers must be equipped to activate campaigns across a growing number of formats from mobile in-app to connected TV to AI-powered platforms. That demands a flexible, privacy-safe framework supported by customer data platforms (CDPs) and conversions APIs.

While the idea of building these capabilities may feel complex, experts urge marketers to start with where they can make the most immediate impact. Whether it’s unifying customer data, improving attribution, or fine-tuning creative in-flight, progress starts with momentum.

In a world where AI-driven marketing is only as smart as the data behind it, those investing in connected infrastructure today will be ready for tomorrow’s platforms and customers.