LiveRamp expands identity solution to include connected TV

Monday, February 11th, 2019
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LiveRamp Adds Connected TV Identity Solution To Make Today’s Fastest Growing Video Channel People-Based

  • World’s Largest Independent Omnichannel Identity Graph Now Powers People-Based Connected TV Advertising and Media Analytics at Scale

SAN FRANCISCO — LiveRamp® (NYSE: RAMP) – the leading identity platform for powering exceptional experiences – today announced it is expanding the capabilities of its IdentityLink™ platform to include advertising’s fastest growing video channel – Connected TV. By linking Connected TV (CTV) identifiers to the LiveRamp omnichannel identity graph, both marketers and advanced TV ecosystem partners can now simplify campaign planning, targeting and measurement. Consumers will benefit from a consistent brand experience across TV, Over-The-Top (OTT) and digital. This is increasingly important as CTV growth accelerates and becomes one of the most important vehicles for brands to connect with customers in an on-demand economy.

In 2019, there will be an estimated 190 million CTV users in the U.S., and advertisers plan to spend billions reaching these audiences. Despite this explosive growth, marketers still struggle to connect digital, advanced TV and traditional TV audiences without a consistent identity solution available in the market. By tying audiences to the products and services they love, including Smart TVs, Connected TV devices and streaming services, LiveRamp aims to help the industry infuse people-based data into every step of the CTV advertising experience.

The launch of LiveRamp’s IdentityLink for CTV solution means:

  • Marketers can launch measurable, people-based CTV campaigns
  • Programmers can maximize CTV ad revenue by infusing valuable audience data into their ad offerings
  • Technology platforms can deliver omnichannel buying, selling and measurement solutions that now include CTV
  • Data providers can monetize audiences across CTV for targeting and analytics
  • Consumers can experience meaningful and relevant brand-connection moments across screens

“Today, TV and digital strategies are rapidly converging. As the leader in digital identity resolution and addressable TV matching, LiveRamp is perfectly positioned to extend our capabilities and expertise into Connected TV,” stated Allison Metcalfe, GM of TV, LiveRamp. “Since day one, our mission has been to make marketing addressable and actionable – no matter the channel. By integrating our IdentityLink solution with CTV audiences, we’re delivering on our omnichannel promise for both buyers and sellers,” added Metcalfe.

LiveRamp’s CTV solution not only helps to unlock individualized experiences for consumers, but simple, direct access to the data marketers needs to make CTV part of an integrated omnichannel strategy. IdentityLink is a powerful tool not only for enterprise marketers, but also for smaller, bespoke, and direct-to-consumer brands, focused on delivering personalized moments using audience data and technology not available historically for linear TV advertising.

“People are interacting with video content in ever-changing and expanding ways, and CTV is a central driver of this,” said Phil Hruska, Manager of Media Strategy for American Honda. “We are always looking for opportunities to connect with our current and future customers through dynamic content and creative messaging. LiveRamp is a critical resource in uniformly connecting disparate data sources within the modern advertising landscape.”

Over 300 brands and agencies partner with LiveRamp to launch one-to-one campaigns across channels. Available today, advertisers can now include CTV as part of their omnichannel strategy by activating audiences across premium streaming content providers, like Hulu and Sling TV, as well as leading demand-side platforms. By leveraging IdentityLink, brands and media providers can also analyze the offline and online sales impact of CTV campaigns.

“We are in the midst of a TV advertising evolution. Consumers’ habits are changing and the media buying methods of the past are facing challenges,” added Marissa Jimenez, President of MODI Media, WPP’s advanced TV arm. “Fortunately, the opportunity to inject data into one of the most powerful mediums has never been brighter – and it’s something we do for our clients every day. For years now, LiveRamp has helped the advertising ecosystem understand who is behind the glass, activating many campaigns for addressable linear TV. By extending their identity graph and know-how into Connected TV, I believe they will be a great partner that helps the entire industry accelerate marketing spend and innovation,” stated Jimenez.

By delivering a single, ubiquitous identifier to stitch together the Connected TV ecosystem, LiveRamp is also powering new and innovative solutions for TV programmers and media platforms.

“As a pioneer with CTV ad technology five years ago, we know how fragmented the streaming TV landscape is,” stated Tal Chalozin, CTO and co-founder of Innovid. “By working with LiveRamp to identify viewing audiences at scale, we will further advance measurement solutions that answer marketers’ most pressing questions around robust CTV audience insights,” remarked Chalozin.

Effective immediately, LiveRamp’s identity resolution capabilities for CTV are available for both marketers and advertising solution providers.