Why Liquid Death’s media chief is determined to break away from LiveRamp
In the wake of LiveRamp’s acquisition by Publicis, some marketers are auditioning alternatives to the identity graph company.
Benoit Vatere, Liquid Death's chief media officer, is on a mission to find a suitable replacement for LiveRamp. After the brand's decision to halt the identity graph, which tracked customer data across devices, Vatere is determined to avoid any association with the company. The move came shortly after rumors of a potential acquisition by Publicis Groupe began to circulate.
Vatere expressed his concerns in an interview with Digiday, stating that he doesn't want to expose Liquid Death's valuable customer data to any potential competitors. LiveRamp's primary function was to match customers as they navigated the digital landscape, ensuring that ads could follow them seamlessly from one screen to another.
Vatere's determination to break away from LiveRamp is clear, as he seeks a more credible alternative to safeguard Liquid Death's brand reputation and customer trust.
Written by urgent.news from Digiday's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
