Adsquare vs LiveRamp

Digital Audio Expands Into Lower-Funnel Performance Marketing

In an interview with ADZINE, Ina Börner explains how digital audio advertising is moving beyond its traditional branding role into measurable performance marketing across the mid and lower funnel. She clarifies that digital audio encompasses not only classic audio spots but also sponsored ads, host-read ads, and podcasts, and that 'performance' does not automatically mean purchase—measurable outcomes are key. Börner details how her company works with third-party measurement partners such as Okube, Veritonic, Adsquare, Yougov, and Happydemics to measure ad recall, consideration, drive-to-web, drive-to-store, and purchase effects. She emphasizes that creative quality is critical and discusses the use of AI for targeting, contextual analysis, and creative review, as well as Dynamic Creative Optimization to tailor spots by time, audience, and usage context. The company currently still uses human voices for production.

• Digital audio advertising can be deployed for mid- and lower-funnel performance goals with measurable outcomes.
• Measurement partners include Okube (drive-to-store/purchase), Veritonic (measurement), Adsquare (geo-data), Yougov (brand surveys), and Happydemics (brand lift).
• Ina Börner highlights Dynamic Creative Optimization (DCO) to tailor audio spots by time of day, audience, or usage situation.

Declared Data Bridges Customer Personas and Media Buys

This AdExchanger content studio article, sponsored by Dynata, discusses the challenge of translating rich customer personas into actionable media targeting. Marketers develop detailed personas based on attitudes and motivations, but these often become reduced to basic demographics in DSPs. The article advocates using declared data from consumer research panels to build addressable audiences, which can be matched to pseudonymous identifiers and activated across DSPs, social platforms, and CTV. Dynata offers over 3,000 targeting segments built from 10,000+ profile variables, with syndicated audiences available through LiveRamp. Custom audiences can be created in 3-5 days. The piece emphasizes that declared data provides the 'why' behind consumer behavior, complementing behavioral signals for better precision and campaign optimization, without requiring new research for every campaign.

• Dynata maintains over 3,000 targeting segments built from more than 10,000 profile variables.
• Dynata's syndicated audiences are available through LiveRamp.
• Custom audiences using existing variables can typically be created in three to five days.

LiveRamp at Advertising Week New York 2026: Applying AI to the Future of Data Collaboration

New blog post added: LiveRamp at Advertising Week New York 2026: Applying AI to the Future of Data Collaboration (October 16, 2026).

Performance CTV: Overhyped Attribution Hurts TV Credibility

The article is an opinion piece by David Nyurenberg criticizing performance CTV companies for overpromising that CTV can behave like search and social, with simplistic pixel-based attribution and CPA metrics. Nyurenberg argues that television is fundamentally different, with users watching from a couch, and that outcomes often occur days later and across devices. He highlights technical challenges like IP targeting inaccuracies, Apple's privacy changes affecting identity infrastructure, and discrepancies in conversion tracking. He urges the industry to focus on better measurement, including incrementality tests, MMM, and server-to-server conversion feeds, rather than presenting misleading dashboards. The piece warns that false promises could damage advertiser trust in CTV as a medium.

• InterMedia and Adstra study found only 23% of residential IP addresses reached intended ZIP code targets.
• For one DTC advertiser, 63% of purchases happen on iPhone.
• In a recent campaign, DSP pixel recorded 109 completed checkouts, while CRM match found 1,250 conversions.