Product
A client wants to send us a file of hashed emails and deliver to TTD with their IDs. What product are we leveraging?
Onboarding
What do we refer to PEL now?
IDL (IdentityLink)
True/False - before conducting tests that leverages client data (ie. match tests), legal agreement needs to be signed.
True. Data test agreement needs to be filled out for tests that involve usage of client data (ie. match, accuracy tests). Historically, in practice, this wasn't well-known or followed. However, under CCPA, client's won't be able to send personal information without a written contract, so this needs to become standard across the board and it's something LiveRamp legal team requires.
True/False: SCs support all upsells.
False, SCs support upsells and general account growth for tier 1 accounts. SAs field non-tier 1 upsells through the SA tracker.
What is the difference between AdTech and MarTech?
Marketing technology refers broadly to the technologies we use to execute a digital marketing strategy. Any tools that you use to manage marketing processes such as creation of the digital content, managing workflows, and customer data and analytics are all covered by the martech umbrella.
Adtech refers to technologies that make programmatic ad buying and selling possible. Tech advertising covers all of the demand-side platforms, supply-side platforms, and ad exchanges, as well as, DMPs and CDPs which are databases that store user digital identities.
A partner is looking to receive household IDLs, individual IDLs, segment data from CRM files, and their cookieID to be able to successfully perform analysis for their clients. How would we enable this?
1. Leverage FBR, provide the partner with segment data tied to their-encoded IDLs.
2. Set up a cookie sync (if it doesn't already exist) with the partner.
3. Set up an Individual IDL <> HH IDL <> cookieID mapping file.
What DSP stand for?
What does DMP stand for?
What does SSP stand for?
1) Demand side platform
2) Data management platform
3) Supply side platform.
How should you engage with privacy as part of the sales process?
Email dataethics@liveramp.com - it will open a ticket that can be tracked via SFDC.
What is the best way to engage with the Technical Operations team?
Through the TSP.
What is A/B Testing? and what benefit does it provide to clients?
AB testing is an experiment where two or more variants of a page are shown to users at random, and statistical analysis is used to determine which variation performs better for a given metric.
A/B testing allows individuals, teams, and companies to make careful changes to their user experiences while collecting data on the results. This allows them to construct hypotheses, and to learn better why certain elements of their experiences impact user behavior. AB testing can be used consistently to continually improve a given experience, improving a single goal like conversion rate over time.
What are the three sources leveraged in the AbiliTec knowledge base?
1. Public Record Data
2. Publically Available Data
3. Self-reported Information
What does AAID stand for?
What does IDFA stand for?
1) Android Advertising ID
2) Identifier for Advertising
Explain TFC in contracts
Terms for Convenience - gives the client the right to terminate the contract under the defined conditions.
What are the two types of PE teams and provide a brief description of each.
PE Integrations - accountable for the success of all LiveRamp integrations. Will help manage escalation of integration related issues from TO team, increasing understanding across TS of integrations, and work to build relationships with the top 25 integration partners to understand market fit and product roadmap
PE SME - develop strong alignment between Product, PMM, commercial teams and TS org (TO, CI, SC), contribute to product releases, provide product enhancement recommendations at business value meetings, etc. There are four teams within SME function - wholesale & match network, identity, data processing, and application & growth team.
Explain the difference between CMS and CRM?
Content Management System - an application that is used to manage web content, allowing multiple contributors to create, edit and publish. Content in a CMS is typically stored in a database and displayed in a presentation layer based on a set of templates.
Customer Relationship Management (CRM) tracks all customer relationships and can provide insights on how marketing campaigns influence sales pipeline and customer growth.
Explain three ways in which real-time IDL service and Identity retrieval API differs?
1. RTIS - pixel based approach, Identity Retrieval API - API based approach.
2. RTIS - Pixel redirect response, Identity Retrieval API - JSON response.
3. RTIS - when no cookie exists on the browser, pixel drops a LR cookie and returns placeholder IDL, Identity Retrieval API - when no cookie exists on the browser, API does not drop a LR cookie and returns a blank response.
What do these stand for -
CPC?
CPM?
CPA?
1. Cost Per Click
2. Cost Per Thousand Impressions
3. Cost Per Action
Explain the difference between TCV and ACV
Total Contract Value (TCV) - the total value of a customer contract. TCV includes one time and recurring revenue, but only the recurring revenue for the period specified in the contract.
Annual Contract Value (ACV) - the recurring value of a customer contract over any 12 month period. ACV excludes one time revenues.
List out the teams within Implementation & provide a brief description of each?
New Customer Implementation (NCI) owns implementations for net new customers
Growth Implementation (GI) owns implementation of upsells and new workflows for existing customers
Partner Implementation (PI) owns implementation of integrations
What is header bidding?
Header bidding is an advanced programmatic advertising technique, and offers publishers a way to simultaneously offer ad space out to numerous SSPs or Ad Exchanges at once.
Header bidding hinges on a piece of JavaScript in the header of a publisher’s page that allows buyers to bid on advertising. It works like this: First, a user clicks through to a website. Then, the publisher’s header tag requests several ad networks. The ad networks place their bids, and then, the winning bid is passed to the publisher’s ad server. Finally, the publisher’s ad server connects the user to the advertiser’s server, which shows the winning ad creative.
What are three ways of distributing wholesale web match data? Explain each one briefly and also identify the most popular method as well as the rarely used method.
1. Live Pixel Redirect (Push) - 1) Buyers provide a pixel to use, and indicate how LiveRamp should pass hashes in the pixel redirect, 2) As LiveRamp receive requests from our network of publishers, LiveRamp redirects to the buyer's pixel when there is data to share. Buyer is able to link their cookie id and the passed hashes. MOST USED.
2. Cookie Sync + Transfer of Batch Files - 1) Requires a cookie sync with the buyer. (LiveRamp highly recommend two syncs, one buyer initiated and another initiated by LiveRamp), 2) LiveRamp then builds a stream of 'partner_cookie,email_hash' and sends files to a SFTP or S3 endpoint provided by the buyer.
3. Pixel Redirect (Pull) - 1) LiveRamp provides a pixel for buyer to make a request in the browser, 2) Buyers provide a pixel for LiveRamp to redirect to, along with details on how data should be included (and how to indicate that there is no data to share), 3) Buyer is able to link their cookie id and the passed hashes for only browsers that they care about. RARELY USED.
What do these stand for?
1) OTT?
2) PTV?
3) MVPD
4) CTV
1) Over-the-top
2) Programmatic TV
3) Multi-channel Video Programming Distributors
4) Connected TV
What are some reasons to push for LiveRamp paper vs client paper?
--> When a deal is done on client paper, we lose about 70% of those deals Many were eventually won but it was only after moving to our paper which wasted months. Since client paper is not set up in a manner that accommodates our model, many end up being closed lost.
--> The amount of time it takes to redline an MSA on client paper is ~1 month as compared to being able to deliver template paper right from LiveRamp legal's google drive. Moreover, redlines are a lot easier to get through using LRs template as the LR agreement is 10 pages and Client Paper ranges from 10-300 pages (with average being around 40). So typically, you are wasting a full month only to end up having to move to our paper.
--> Client Paper almost always comes with assignment of Intellectual Property (meaning Client wants to own LRs core Products); uncapped liability (something we never agree to); transition services after termination; and Termination for Convenience (MEANING YOU CANNOT BOOK FULL TERM REVENUE).
Roughly how many members do we have in the Technical Services organization (range is okay...within 5)?
What is GDPR? and CCPA?
GDPR mandates a baseline set of standards for companies that handle EU citizens’ data to better safeguard the processing and movement of citizens’ personal data. Some of the key privacy and data protection requirements of the GDPR include:
California Consumer Privacy Act - it will allow consumers to force companies to tell them what personal information they have collected. It also lets consumers force companies to delete that data or to forbid them from sharing it with third parties. Meanwhile, companies will have to do more to tell consumers upfront about what data they collect.