LiveRamp and MMA Report Reveals Data Gaps Can Severely Distort Marketing ROI
Event summary
- LiveRamp and the Marketing + Media Alliance (MMA) released a report on July 20, 2026, highlighting how small data gaps and identity errors can distort marketing measurement.
- The study found that poor identity precision can reduce campaign ROI by approximately 70%, potentially leading to the cancellation of effective campaigns.
- Marketers are urged to develop strong identity foundations and unified views of media performance to mitigate these issues.
- LiveRamp’s Cross-Media Intelligence tool is positioned as a solution for achieving unified, de-duplicated measurement.
The big picture
The report underscores a critical challenge in digital marketing: the fragility of data-driven decision-making when identity resolution and measurement frameworks are flawed. As marketers navigate privacy controls, data loss, and cross-channel complexities, solutions like LiveRamp’s Cross-Media Intelligence could become essential for maintaining campaign effectiveness. The findings also highlight the growing importance of data collaboration in an AI-driven marketing landscape.
What we're watching
- Data Precision Impact
- How the widespread adoption of identity solutions will affect marketing measurement accuracy and budget allocation.
- AI-Driven Transitions
- Whether marketers can effectively integrate AI tools with precise data collaboration to enhance campaign outcomes.
- Industry Standards Evolution
- The pace at which the marketing industry adopts unified measurement frameworks to standardize performance evaluation.