The collaboration will see omni-channel identity resolution firm LiveRamp’s IdentityLin ID solution integrated with Inscape’s ACR-generated, glass-level insights from nearly nine million smart TVs. This the partners say will bring together the largest independent deterministic identity graph in the US market from LiveRamp with the largest single source of opt-in smart TV viewing data from Inscape, allowing platform partners and marketers to match online and offline data to smart TV viewing data.

The partnership is also designed to bring the largest screen in the home, the TV, into the fold of devices measured for data-driven marketers and provides a holistic view of consumer audiences with TV viewing data that has granularity, precision and scale. This intelligence is said to help inform marketing campaigns, advertising creative and more accurately target, optimise and segment specific and relevant interactions with consumers.

Marketers can map granular programme or ad viewing data at the device level to matched data sets. Matching against near-real time smart TV data gives marketers access to the information needed to better personalise and optimise marketing campaigns, understand ad exposures against cross-device/platform KPIs and measure business outcomes. LiveRamp platform partners can ingest smart TV viewing data tied to IdentityLink and bring TV touchpoints into their services offered for cross-platform analytics and measurement.

The result, say the two companies, will allow marketers to better understand and connect with their customers and in turn allow consumers to benefit from more relevant brand interactions that are coordinated across digital and traditional channels.

“This is a very strategic integration that brings the speed, scale and transparency of Inscape’s smart TV viewing data to LiveRamp’s ecosystem platform partners, agencies and brands who leverage LiveRamp for identity resolution,” said LiveRamp general manager Allison Metcalfe. “By tying viewership to LiveRamp’s IdentityLink ID, LiveRamp is making it possible for marketers to take a data-driven approach to better plan, target and measure their omnichannel marketing efforts.”

Added Greg Hampton, VP of business development at Inscape: “As new advanced television efforts and initiatives evolve, having a strong identity link between device-level television viewing data and first and third-party data sets is imperative. LiveRamp is making it possible for marketers to plan future marketing initiatives based on real data and better understand the results of omnichannel campaigns.”