LiveRamp adds connected TV identity solution | Ad Tech | News | Rapid TV News
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Claiming to have simplified campaign planning, targeting and measurement, LiveRamp has expanded the capabilities of its IdentityLink platform to include connected TV, said to be advertising’s fastest growing video channel.

LiveRamp metcalfe 12Feb2019By linking connected TV (CTV) identifiers to its omnichannel identity graph, LiveRamp says that both marketers and advanced TV ecosystem partners can now benefit from a consistent brand experience across TV, OTT and other digital platforms.

This says the company 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. It believes that in 2019, there will be an estimated 190 million CTV users in the US and advertisers plan to spend billions reaching these audiences.

Yet despite such growth, LiveRamp believes that 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 enjoy using — such as smart TVs, connected TV devices and streaming services — LiveRamp is confident that it can help the industry infuse people-based data into every step of the CTV advertising experience. The LiveRamp CTV solution is designed to unlock individualised experiences for consumers and can also work with direct-to-consumer brands, focused on delivering personalised moments using audience data and technology not available historically for linear TV advertising. By using IdentityLink, brands and media providers can also analyse the offline and online sales impact of CTV campaigns.

“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 LiveRamp GM Allison Metcalfe (pictured lefet). “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.”