LiveRamp adds Connected TV identity solution
February 12, 2019
LiveRamp – the identity platform for powering exceptional experiences – is expanding the capabilities of its IdentityLink platform to include 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, 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.
“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.
“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 advertising landscape.”