LiveRamp extends IdentityLink offering to TV screens

IdentityLink debuted at Liveramp's flagship annual conference 12 months ago

Acxiom-owned LiveRamp kicked off its annual RampUp conference this week where it announced it was extending its cross-screen targeted advertising service IdentityLink to include TV screens.

This means that advertisers will be able to use the LiveRamp identity solution, which it debuted last year, to execute people-based TV buys based on the Acxiom-owned outfit’s identity profile, which it claims can help advertisers better target users across different devices.

Since then it has gone about rolling out the service to publishers and media agencies alike with the promise of being able to help advertisers target audiences at scale outside of the walled gardens of Facebook and Google.

RampUp hosts thousands of the world’s most prominent adtech executives, with a LiveRamp press release detailing the launch containing quotes from media agencies and consultancies such as Goodway Group plus Heat + Deloitte Digital, as well as leading TV networks like A+E.

“Television is no longer just television— it’s simply not enough to reach consumers through traditional linear TV since the living room is now any device,” said Amanda Martin, director enterprise partnerships, Goodway Group. “In today’s world, creating a relevant and seamless consumer experience across channels is critical, and we’re thrilled that LiveRamp is bringing IdentityLink to TV to further improve targeting and the user experience."

Walt Horstman, senior vice president and general manager of advanced media and advertising at TiVo. "As traditional TV becomes more fragmented, LiveRamp is uniquely positioned to provide leading people-based solutions to improve targeting and measurement efforts in advanced TV, and we're excited to be a part of this platform solution."

According to International Data Corporation (IDC), TV currently accounts for $224bn in global marketing spend, reads the release. However, audience fragmentation in TV is becoming more prevalent due to proliferation of devices and content sources.

Allison Metcalfe, general manager of TV at LiveRamp, said IdentityLink would help transform both digital marketing, as well as TV advertising. “We’re excited to bring these same capabilities to the world of television - including addressable TV, OTT services, connected TV, TV everywhere, video on demand and audience-based buying for linear television,” she added.

“As content consumption and viewing behavior continues to evolve, it is more important than ever to know the viewers, understand the household, and be able to deliver against our partners’ goals of targeting, effectiveness, and measured outcomes,” said Robert Schroko, vice president of data strategy at A+E.

“As viewership on connected TVs and apps continues to grow at exponential rates, A+E Networks needs to be able to capitalize on the full reach of our content and the aggregate audiences across platforms, regardless of how a viewer is choosing to engage with us. LiveRamp is well-positioned to help solve for this with its identity solutions, platform integrations, and the ability to solve for attribution.”

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