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Top Factors CPGs Should Consider When Connecting To Retail Media Networks – Forbes

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Over the past year and a half, retail media networks have dominated ad spend, surging over 53% in 2021 to top $31.49 billion. As these networks continue to scale and retailers sharpen their advertising strategies, brands are paying more attention to the power of data collaboration and how it can not only transform the customer experience but equip businesses with the tools necessary to enhance strategic partnerships and secure a competitive edge in a complex marketplace further complicated by macroeconomic headwinds.

I recently spoke with Vihan Sharma, EVP of Global Sales and Manager Director, Europe at LiveRamp, a data enablement platform powering many of the data collaboration use cases gaining steam in-market today. Vihan and I explore the differences among major retail media networks, how brands and suppliers can evaluate potential partners, and how data collaboration is advancing use cases across identity, TV, cloud, clean rooms and more.

Gary Drenik: Tell us about LiveRamp’s data collaboration platform. Does it power any of the retail media networks in-market today?

Vihan Sharma: LiveRamp’s Safe Haven is our permission-based data collaboration environment. Because it is neutral and privacy-first, Safe Haven makes it safe and easy for enterprises to collaborate across their organization and with external partners to build audiences, activate data and access actionable insights.

Naturally, this has placed the platform at the epicenter of retail media networks (RMNs), one of the most dominant data collaboration trends in advertising today. Safe Haven helps power media networks for some of the world’s largest retailers — including Walmart, Sam’s Club, Boots and Carrefour — helping them retain shopper marketing dollars, reach consumers online, increase ecommerce profitability, drive product development, and deepen supplier relationships. As LiveRamp expands its relationships with retailers and CPGs across the U.S. and Europe, we strive to set the pace for business transformation through permission-based collaboration.

Safe Haven differentiates from other data collaboration platforms on the market in large part because of our leadership in privacy, security, identity and neutrality — we don’t sell any media and can work with our clients’ existing tech or agency partners thanks to Safe Haven being a configurable platform. Moreover, LiveRamp has a robust data ethics and privacy-by-design model and has been at the forefront of protecting consumers’ personally identifiable information (PII) for nearly 50 years, so our clients benefit from expertise in best-in-class privacy, security, and regulatory compliance. Additionally, leveraging an interoperable identity framework like LiveRamp’s RampID helps clients measure effectiveness more accurately and drive personalized experiences across the entire ecosystem.

Drenik: There’s been no shortage of RMN launches in the last two years. Are all RMNs the same, or do they offer different capabilities?

Sharma: Most if not all major U.S. retailers have a media network today but they’re not all one in the same. McKinsey summarizes it nicely: The largest retail media networks have common value propositions for their CPG partners, such as the ability to:

  • Foster a better understanding of customer behavior
  • Reach and influence customers at different stages in their journey
  • Access to advanced analytics
  • Optimize in-store product placement

Despite these commonalities, there are key differences among how retailers pitch their media networks to suppliers. For example, some tout their omnichannel scale and reach, while others emphasize best-in-class analytics or integrated media solutions.

The takeaway is that brands and suppliers should select the offering that will be most impactful for their unique business needs.

Drenik: What kind of insights and analytics should CPGs look for when evaluating RMN partners?

Sharma: CPG brands should first identify the business challenges they want to solve by investing in an RMN. It may be to improve understanding of how their products are searched or reached, establish benchmark performance against competitors and categories, or to build more complete customer profiles. Seek a retail media partner who can not only deliver on these desired outcomes, but also meet requirements for data provenance, governance, and permission.

The common denominator across these use cases is measurement. Especially in times of economic challenges, business leaders should stop justifying marketing with impressions and clicks and evolve to measurement that matters: incrementality, closed-loop measurement, journey analytics, revenue impact, and more.

Drenik: With the loss of third-party cookies imminent, how can RMNs – and data collaboration more generally – play a role in advancing cookieless strategies?

Sharma: Digital advertising is already cookieless for over 50% of the population and we are increasingly seeing brands leverage people-based advertising solutions to deliver unique customer experiences to consumers across channels. LiveRamp’s Safe Haven, along with our identity architecture, Authenticated Traffic Solution (ATS), is already allowing retailers to increase CPM yields on their respective owned and operated properties today. RMNs require increasing collaboration between retailers, publishers and brands and leveraging a people-based identifier allows RMNs to deliver targeting and measurement capabilities on par with those available across the walled gardens today.

Drenik: What is the next big innovation in data collaboration and how do we get there?

Sharma: According to Forrester, retailers and marketplaces will sell $40 billion in digital advertising in 2022, with the retail media market expected to double to $85 billion by 2026. Capitalizing on this lucrative opportunity, major RMN pioneers are starting to build the next generation of data collaboration offerings. Dollar General, for example, recently announced the evolution of its retail media network, DGMN, which now gives advertisers real-time data to help them service the retailer’s large audience. DGMN also introduced new insourcing of capabilities that includes sales, client success, and analytics to deliver closed-loop, one-on-one measurement, insights, and reporting.

Outside of retail we are seeing media and entertainment (TV, publishers, cinemas), travel and hospitality (airlines and hotels) and publishing as the industries moving significantly into data collaboration to drive increased value through data. Due to the immense value of these media owners’ data sets, and the desire of advertisers for detailed privacy controls, we are starting to see new collaborations with brands and agencies. This has the potential to bring about massive change in measurement and audience-buying.

Finally, advertisers are increasingly migrating their data strategies into cloud technologies, and we see this as a huge opportunity for growth in collaboration. LiveRamp’s Safe Haven, along with our cloud native technologies, will be key to unlock collaboration at scale within the clouds.

Drenik: Thanks, Vihan for your time and insights. Retail media networks have certainly been a game-changer for retailers, brands and CPGs and an exciting opportunity for LiveRamp. Data collaboration over the coming year will be something to watch.

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What to stream this weekend: ‘Civil War,’ Snow Patrol, ‘How to Die Alone,’ ‘Tulsa King’ and ‘Uglies’

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Hallmark launching a streaming service with two new original series, and Bill Skarsgård out for revenge in “Boy Kills World” are some of the new television, films, music and games headed to a device near you.

Also among the streaming offerings worth your time as selected by The Associated Press’ entertainment journalists: Alex Garland’s “Civil War” starring Kirsten Dunst, Natasha Rothwell’s heartfelt comedy for Hulu called “How to Die Alone” and Sylvester Stallone’s second season of “Tulsa King” debuts.

NEW MOVIES TO STREAM SEPT. 9-15

Alex Garland’s “Civil War” is finally making its debut on MAX on Friday. The film stars Kirsten Dunst as a veteran photojournalist covering a violent war that’s divided America; She reluctantly allows an aspiring photographer, played by Cailee Spaeny, to tag along as she, an editor (Stephen McKinley Henderson) and a reporter (Wagner Moura) make the dangerous journey to Washington, D.C., to interview the president (Nick Offerman), a blustery, rising despot who has given himself a third term, taken to attacking his citizens and shut himself off from the press. In my review, I called it a bellowing and haunting experience; Smart and thought-provoking with great performances. It’s well worth a watch.

— Joey King stars in Netflix’s adaptation of Scott Westerfeld’s “Uglies,” about a future society in which everyone is required to have beautifying cosmetic surgery at age 16. Streaming on Friday, McG directed the film, in which King’s character inadvertently finds herself in the midst of an uprising against the status quo. “Outer Banks” star Chase Stokes plays King’s best friend.

— Bill Skarsgård is out for revenge against the woman (Famke Janssen) who killed his family in “Boy Kills World,” coming to Hulu on Friday. Moritz Mohr directed the ultra-violent film, of which Variety critic Owen Gleiberman wrote: “It’s a depraved vision, yet I got caught up in its kick-ass revenge-horror pizzazz, its disreputable commitment to what it was doing.”

AP Film Writer Lindsey Bahr

NEW MUSIC TO STREAM SEPT. 9-15

— The year was 2006. Snow Patrol, the Northern Irish-Scottish alternative rock band, released an album, “Eyes Open,” producing the biggest hit of their career: “Chasing Cars.” A lot has happened in the time since — three, soon to be four quality full-length albums, to be exact. On Friday, the band will release “The Forest Is the Path,” their first new album in seven years. Anthemic pop-rock is the name of the game across songs of love and loss, like “All,”“The Beginning” and “This Is the Sound Of Your Voice.”

— For fans of raucous guitar music, Jordan Peele’s 2022 sci-fi thriller, “NOPE,” provided a surprising, if tiny, thrill. One of the leads, Emerald “Em” Haywood portrayed by Keke Palmer, rocks a Jesus Lizard shirt. (Also featured through the film: Rage Against the Machine, Wipers, Mr Bungle, Butthole Surfers and Earth band shirts.) The Austin noise rock band are a less than obvious pick, having been signed to the legendary Touch and Go Records and having stopped releasing new albums in 1998. That changes on Friday the 13th, when “Rack” arrives. And for those curious: The Jesus Lizard’s intensity never went away.

AP Music Writer Maria Sherman

NEW SHOWS TO STREAM SEPT. 9-15

— Hallmark launched a streaming service called Hallmark+ on Tuesday with two new original series, the scripted drama “The Chicken Sisters” and unscripted series “Celebrations with Lacey Chabert.” If you’re a Hallmark holiday movies fan, you know Chabert. She’s starred in more than 30 of their films and many are holiday themed. Off camera, Chabert has a passion for throwing parties and entertaining. In “Celebrations,” deserving people are surprised with a bash in their honor — planned with Chabert’s help. “The Chicken Sisters” stars Schuyler Fisk, Wendie Malick and Lea Thompson in a show about employees at rival chicken restaurants in a small town. The eight-episode series is based on a novel of the same name.

Natasha Rothwell of “Insecure” and “The White Lotus” fame created and stars in a new heartfelt comedy for Hulu called “How to Die Alone.” She plays Mel, a broke, go-along-to-get-along, single, airport employee who, after a near-death experience, makes the conscious decision to take risks and pursue her dreams. Rothwell has been working on the series for the past eight years and described it to The AP as “the most vulnerable piece of art I’ve ever put into the world.” Like Mel, Rothwell had to learn to bet on herself to make the show she wanted to make. “In the Venn diagram of me and Mel, there’s significant overlap,” said Rothwell. It premieres Friday on Hulu.

— Shailene Woodley, DeWanda Wise and Betty Gilpin star in a new drama for Starz called “Three Women,” about entrepreneur Sloane, homemaker Lina and student Maggie who are each stepping into their power and making life-changing decisions. They’re interviewed by a writer named Gia (Woodley.) The series is based on a 2019 best-selling book of the same name by Lisa Taddeo. “Three Women” premieres Friday on Starz.

— Sylvester Stallone’s second season of “Tulsa King” debuts Sunday on Paramount+. Stallone plays Dwight Manfredi, a mafia boss who was recently released from prison after serving 25 years. He’s sent to Tulsa to set up a new crime syndicate. The series is created by Taylor Sheridan of “Yellowstone” fame.

Alicia Rancilio

NEW VIDEO GAMES TO PLAY

— One thing about the title of Focus Entertainment’s Warhammer 40,000: Space Marine 2 — you know exactly what you’re in for. You are Demetrian Titus, a genetically enhanced brute sent into battle against the Tyranids, an insectoid species with an insatiable craving for human flesh. You have a rocket-powered suit of armor and an arsenal of ridiculous weapons like the “Chainsword,” the “Thunderhammer” and the “Melta Rifle,” so what could go wrong? Besides the squishy single-player mode, there are cooperative missions and six-vs.-six free-for-alls. You can suit up now on PlayStation 5, Xbox X/S or PC.

— Likewise, Wild Bastards isn’t exactly the kind of title that’s going to attract fans of, say, Animal Crossing. It’s another sci-fi shooter, but the protagonists are a gang of 13 varmints — aliens and androids included — who are on the run from the law. Each outlaw has a distinctive set of weapons and special powers: Sarge, for example, is a robot with horse genes, while Billy the Squid is … well, you get the idea. Australian studio Blue Manchu developed the 2019 cult hit Void Bastards, and this Wild-West-in-space spinoff has the same snarky humor and vibrant, neon-drenched cartoon look. Saddle up on PlayStation 5, Xbox X/S, Nintendo Switch or PC.

Lou Kesten

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Trump could cash out his DJT stock within weeks. Here’s what happens if he sells

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Former President Donald Trump is on the brink of a significant financial decision that could have far-reaching implications for both his personal wealth and the future of his fledgling social media company, Trump Media & Technology Group (TMTG). As the lockup period on his shares in TMTG, which owns Truth Social, nears its end, Trump could soon be free to sell his substantial stake in the company. However, the potential payday, which makes up a large portion of his net worth, comes with considerable risks for Trump and his supporters.

Trump’s stake in TMTG comprises nearly 59% of the company, amounting to 114,750,000 shares. As of now, this holding is valued at approximately $2.6 billion. These shares are currently under a lockup agreement, a common feature of initial public offerings (IPOs), designed to prevent company insiders from immediately selling their shares and potentially destabilizing the stock. The lockup, which began after TMTG’s merger with a special purpose acquisition company (SPAC), is set to expire on September 25, though it could end earlier if certain conditions are met.

Should Trump decide to sell his shares after the lockup expires, the market could respond in unpredictable ways. The sale of a substantial number of shares by a major stakeholder like Trump could flood the market, potentially driving down the stock price. Daniel Bradley, a finance professor at the University of South Florida, suggests that the market might react negatively to such a large sale, particularly if there aren’t enough buyers to absorb the supply. This could lead to a sharp decline in the stock’s value, impacting both Trump’s personal wealth and the company’s market standing.

Moreover, Trump’s involvement in Truth Social has been a key driver of investor interest. The platform, marketed as a free speech alternative to mainstream social media, has attracted a loyal user base largely due to Trump’s presence. If Trump were to sell his stake, it might signal a lack of confidence in the company, potentially shaking investor confidence and further depressing the stock price.

Trump’s decision is also influenced by his ongoing legal battles, which have already cost him over $100 million in legal fees. Selling his shares could provide a significant financial boost, helping him cover these mounting expenses. However, this move could also have political ramifications, especially as he continues his bid for the Republican nomination in the 2024 presidential race.

Trump Media’s success is closely tied to Trump’s political fortunes. The company’s stock has shown volatility in response to developments in the presidential race, with Trump’s chances of winning having a direct impact on the stock’s value. If Trump sells his stake, it could be interpreted as a lack of confidence in his own political future, potentially undermining both his campaign and the company’s prospects.

Truth Social, the flagship product of TMTG, has faced challenges in generating traffic and advertising revenue, especially compared to established social media giants like X (formerly Twitter) and Facebook. Despite this, the company’s valuation has remained high, fueled by investor speculation on Trump’s political future. If Trump remains in the race and manages to secure the presidency, the value of his shares could increase. Conversely, any missteps on the campaign trail could have the opposite effect, further destabilizing the stock.

As the lockup period comes to an end, Trump faces a critical decision that could shape the future of both his personal finances and Truth Social. Whether he chooses to hold onto his shares or cash out, the outcome will likely have significant consequences for the company, its investors, and Trump’s political aspirations.

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Arizona man accused of social media threats to Trump is arrested

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Cochise County, AZ — Law enforcement officials in Arizona have apprehended Ronald Lee Syvrud, a 66-year-old resident of Cochise County, after a manhunt was launched following alleged death threats he made against former President Donald Trump. The threats reportedly surfaced in social media posts over the past two weeks, as Trump visited the US-Mexico border in Cochise County on Thursday.

Syvrud, who hails from Benson, Arizona, located about 50 miles southeast of Tucson, was captured by the Cochise County Sheriff’s Office on Thursday afternoon. The Sheriff’s Office confirmed his arrest, stating, “This subject has been taken into custody without incident.”

In addition to the alleged threats against Trump, Syvrud is wanted for multiple offences, including failure to register as a sex offender. He also faces several warrants in both Wisconsin and Arizona, including charges for driving under the influence and a felony hit-and-run.

The timing of the arrest coincided with Trump’s visit to Cochise County, where he toured the US-Mexico border. During his visit, Trump addressed the ongoing border issues and criticized his political rival, Democratic presidential nominee Kamala Harris, for what he described as lax immigration policies. When asked by reporters about the ongoing manhunt for Syvrud, Trump responded, “No, I have not heard that, but I am not that surprised and the reason is because I want to do things that are very bad for the bad guys.”

This incident marks the latest in a series of threats against political figures during the current election cycle. Just earlier this month, a 66-year-old Virginia man was arrested on suspicion of making death threats against Vice President Kamala Harris and other public officials.

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