World’s Largest Independent Omnichannel Identity Graph Now Powers
People-Based Connected TV Advertising and Media Analytics at Scale
SAN FRANCISCO–(BUSINESS WIRE)–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
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
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
“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.
To learn more, please visit the LiveRamp
LiveRamp provides the identity platform leveraged by brands and their
partners to deliver innovative products and exceptional experiences.
LiveRamp IdentityLink™ connects people, data, and devices across the
digital and physical world, powering the people-based marketing
revolution and allowing consumers to safely connect with the brands and
products they love. For more information, visit www.LiveRamp.com.
Havas Formula on behalf of LiveRamp
Alyssa Niemiec, 619-234-0345