Identity platform LiveRamp is expanding the capabilities of its IdentityLink platform to include Connected TV. Linking Connected TV identifiers to the LiveRamp omnichannel identity graph is intended to allow marketers and advanced TV ecosystem partners to simplify campaign planning, targeting and measurement, and offer consumers a consistent brand experience across TV, OTT and digital.  

“Today, TV and digital strategies are rapidly converging….LiveRamp is perfectly positioned to extend our capabilities and expertise into Connected TV,” said Allison Metcalfe, GM of TV, LiveRamp. “Since day one, our mission has been to make marketing addressable and actionable – no matter the channel.”  

Over 300 brands and agencies partner with LiveRamp to launch one-to-one campaigns across channels. Advertisers can now include CTV as part of their omnichannel strategy by activating audiences across premium streaming content providers, like Hulu and Sling TV, as well as leading demand-side platforms. By leveraging IdentityLink, brands and media providers can also analyze the offline and online sales impact of CTV campaigns.

“We are in the midst of a TV advertising evolution. Consumers’ habits are changing and the media buying methods of the past are facing challenges,” added Marissa Jimenez, President of MODI Media, WPP’s advanced TV arm. “Fortunately, the opportunity to inject data into one of the most powerful mediums has never been brighter – and it’s something we do for our clients every day. For years now, LiveRamp has helped the advertising ecosystem understand who is behind the glass, activating many campaigns for addressable linear TV. By extending their identity graph and know-how into Connected TV, I believe they will be a great partner that helps the entire industry accelerate marketing spend and innovation,” stated Jimenez.

“As a pioneer with CTV ad technology five years ago, we know how fragmented the streaming TV landscape is,” said Tal Chalozin, CTO and co-founder of Innovid. “By working with LiveRamp to identify viewing audiences at scale, we will further advance measurement solutions that answer marketers’ most pressing questions around robust CTV audience insights.”