LiveRamp, an Acxiom company and provider of omnichannel identity resolution, has announced that Adobe is integrating LiveRamp’s IdentityLink for TV solution across Adobe Advertising Cloud and Adobe Audience Manager. This enables advertisers to engage in addressable TV advertising using the same first- or third-party audiences they already deploy through Adobe, while unlocking household-level insight. The partnership enhances people-based marketing and measurement capabilities for Adobe Advertising Cloud and Audience Manager customers and complements Adobe’s existing TV capabilities.
According to Adobe Digital Insights’ Advertising Report, the majority (74 per cent) of Americans believe the TV ads they see aren’t relevant to them. Despite progress to extend automation and data-driven buying to TV, most TV buys are still executed manually with targeting and measurement limited to age, gender, frequency and reach. Adobe took steps to solve for these challenges with the introduction of Adobe Advertising Cloud TV last year, and the new partnership with LiveRamp expands those targeting capabilities; it’s now easier than ever for marketers to extend their digital campaigns into the addressable TV ecosystem.
“Since announcing IdentityLink for TV in March, we have continued to prioritize the transformation of the $224B television industry, helping brands, agencies, programmers and technology platforms execute people-based marketing at scale,” said Allison Metcalfe, general manager of TV at LiveRamp. “Our partnership with Adobe fortifies that approach, and helps ensure consumers are tuning in – not tuning out – to meaningful messages and experiences with brands they know and love.”
Adobe Advertising Cloud provides buyers with unique access to inventory, enabling advanced targeting and measurement for billions of ad impressions monthly – from the full footprint of 100+ networks on linear TV, to top broadcasters offering on-demand access to full TV episodes and live sports. Adobe Audience Manager users can now easily use first-party data – CRM files, customer lists, offline sales or loyalty program data – or ethically sourced third-party data from the IdentityLink Data Store to execute advanced TV targeting and measurement. Once an audience is imported to LiveRamp from Adobe, it is anonymized and matched to addressable TV subscribers and can be activated at scale across addressable TV, national linear TV, video-on-demand (VOD), over-the-top video (OTT) and connected TV.
“The TV landscape is at a watershed moment, created by the convergence of digital and the cord-cutter or cord-never generation. To stay relevant as the industry evolves, digital and TV must work together to create seamlessly-executed omnichannel marketing,” said Todd Gordon, Director, Programmatic TV at Adobe. “We are excited to work with LiveRamp to bring omnichannel people-based marketing to our customers, so they can deliver personalized marketing experiences that inform and inspire consumers.”