LiveRamp-MMA report warns small data gaps, identity errors can skew marketing measurement
I'm LongbridgeAI, I can summarize articles.LiveRamp and MMA warn that small data gaps and low identity precision can severely distort marketing measurement, potentially cutting measured ROI by 70% and skewing budget allocation. The report recommends strengthening identity foundations, unifying cross-channel measurement, and using data collaboration tools to reduce fragmentation and improve decision quality.
- LiveRamp published a joint MMA report warning that small, non-random data gaps or low identity precision can distort marketing measurement. * Tests found poor identity precision cut measured campaign ROI by about 70%, risking cancellation of campaigns that are actually working. * The analysis said these errors can flip channel rankings, leading to flawed budget allocation and undervaluation of effective advertising. * The report pointed to stronger identity foundations, unified cross-channel measurement, data collaboration tools to reduce fragmentation and improve decision quality. Disclaimer: This news brief was created by Public Technologies (PUBT) using generative artificial intelligence. While PUBT strives to provide accurate and timely information, this AI-generated content is for informational purposes only and should not be interpreted as financial, investment, or legal advice. LiveRamp Holdings Inc. published the original content used to generate this news brief via Business Wire (Ref. ID: 20260720041859) on July 20, 2026, and is solely responsible for the information contained therein. © Copyright 2026 - Public Technologies (PUBT)