CANNES — For retail media networks looking to leverage data collaboration for commerce, the world looks full of opportunity – and increasing complexity.
In this video interview with Beet.TV, Frederick Stanichev, VP Sales at LiveInsights, LiveRamp, says companies are looking to move forward.
“One best practice, one thing that we see now emerging more and more is about simplification,” he says. “So basically have a ready to use product, meaning data is ready, queries and analytics already, and both parties know how to use this, how this has actually been running.”
But Stanichev thinks things are improving.
“When we think about the obstacles, about maybe a year or two ago it was (that) technology could still be an obstacle. I don’t think that’s actually the case anymore,” Stanichev says.
“I think it’s a lot more about alignment on the use cases and what needs to be executed because both parties actually need to agree upon it.”
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