SAN FRANCISCO — Data connectivity platform LiveRamp has added streaming inventory forecasting and data collaboration capabilities into its TV platform.
With these additions, LiveRamp TV becomes an end-to-end platform enabling media sellers and advertisers to collaborate, activate, and quantify media campaigns in a coordinated way across all TV inventory: linear, streaming, and digital video.
And, the launch came with the support from two of broadcast television’s biggest players.
Among the companies signed on with LiveRampTV are The E.W. Scripps Company, Univision and Dish.
LiveRamp TV Chief Strategy Officer Jay Prasad commented, “Our customers and partners continue to ask us how they can get more out of their first-party data. They want to know how they can successfully collaborate, plan, activate and measure a blended campaign across the entire streaming and linear TV ecosystem and tie those campaign results to tangible business impact. They tell us they want to forecast and measure their campaigns using identity at scale, across channels, and in a manner that allows them to account for household-level reach and frequency that is accurate and goes beyond age and gender demographics. We now have an answer for them: an all-inclusive TV platform that addresses business-critical needs that have not been met to date and reflects where we’re headed as an industry.”
How does this benefit companies such as Scripps?
Tom Sly, the company’s Vice President of Revenue for National Media, said, “Advertisers today are looking for data solutions to ensure they are reaching their customers. LiveRamp has put audience data, insights and campaign creation tools for advanced TV activation all together in one place. In our industry’s rapidly changing environment, we believe LiveRamp and its TV activation solutions will be winners for buyers and sellers.”
Brian Lin, SVP of Product Management at Univision, added, “Partnering with LiveRamp is Univision’s latest step forward in transforming the Company’s adtech capabilities and delivering sophisticated targeted solutions for marketers to reach the diverse Hispanic audience. The partnership will serve to help us aggregate audiences across our leading platforms and drive Cross-Platform Optimization for clients to effectively connect with our audiences with the right message across our content footprint.”
— Michelle Millsap
