Nielsen said its Big Data-Plus-Panel data set is now interoperable with LiveRamp, enabling media planners to connect first party and third-party data with NIelsen’s audience data within the Nielsen One campaign planning product.

Clients will be able to create advanced target audiences for data-driven linear campaigns and measure deliveries across screens at the household and person level.

“We've seen the industry demand grow across linear and digital for highly targeted audiences powered by big data," Stefan Maris, Nielsen chief partnerships officer, said. “Our integration with LiveRamp enables seamless connectivity of both first and third-party data to plan and measure advanced audiences at scale using Big Data Plus Panel."

“LiveRamp and Nielsen’s new integration allows Havas Media to holistically plan on, buy, activate and measure custom-built advanced audiences as part of our proprietary Converged product suite to better serve our clients,” said Mike Bregman, chief activation officer for Havas Media Network North America. “This integrated solution will enable us to leverage first- and third-party data and we’re excited to introduce it across our portfolio.

The addition of LiveRamp’s RampID for connectivity and collaboration enables always-on use cases across platforms, allowing clients to build and evaluate audiences on-the-fly at scale.

“Our integration with Nielsen delivers a more holistic and detailed understanding of audiences across screens that empowers both brands and agencies to improve activation, and publishers to enhance the value of their inventory," said Vihan Sharma, chief revenue officer at LiveRamp. "All parties gain access to deep insights that fuel a powerful flywheel around planning and measurement.”

NBCUniversal said it is working with Google and LiveRamp to deliver more effective personalized commercials on connected TV.

NBCU is implementing Google’s Display & Video 360 Publisher Advertiser Identity Reconciliation (PAIR) system, which enables it to make its own first-party data more compatible with data from clients.

NBCU would be the first major CTV provider using PAIR live later this quarter.

With PAIR, marketers will be able to use LiveRamp’s clean room to target customers with relevant ads, without using third-party signals. In a early study, marketers saw a four-times increase in conversion rate working with Google DV 360’s PAIR and LiveRamp.

“Helping our advertisers mitigate signal loss in their approaches is critical, but what makes this a transformative proposition is with Google and LiveRamp, we’re able to help marketers drive better results today,” Ryan McConville, executive VP, ad platforms, NBCUniversal, said. “There’s no need to compromise between privacy and performance: in addition to improving performance, we’re excited to help our advertisers leverage this privacy-focused solution as the ecosystem continues to build towards one that is better for consumers.”

LiveRamp is working with Display & Video 360, as well as publishers and advertisers around the world, on the rollout of PAIR.

LiveRamp and Yahoo said they expanded their relationship, enabling publishers using LiveRamp’s Authenticated Traffic Solution to take advantage of Yahoo’s ConnectID identity system.

The companies expect the combination to unlock additional addressable advertising demand and reach.

“We strongly believe in authenticated addressability, and this partnership enables greater reach that will endure beyond third-party signal loss,” Yahoo chief revenue officer Elizabeth Herbst-Brady said. “We’re making it easier for marketers and publishers to leverage these solutions and maximize results, while simultaneously supporting more seamless transactions across the open Web.” 

The 450 publisher brands that already have adopted LiveRamp’s Authenticated Traffic Solution will be able to integrate with Yahoo ConnectID with minimal effort and better monetize their addressable supply.

“Yahoo is a powerful advocate for authenticated identity, and the connectivity we’re partnering to enable across their DSP and Yahoo ConnectID will help make the post-signal world a better experience for marketers than the world of today,” LiveRamp senior VP, activations and addressability Travis Clinger said. “Marketers and publishers now have even more flexibility to engage, personalize and measure their customer journey.”

FreeWheel said it will support LiveRamp’s RampID identifier, a move than will allow advertisers to buy more addressable connected TV advertising inventory.

Adding RampID will enable marketers to more accurately reach and target audiences using first-party data through LiveRamp’s Authenticated Traffic Solution (ATS). 

“With third-party identifiers such as the cookie on the decline, we teamed up with LiveRamp to create a new solution for marketers to reach relevant audiences,” said Matt Clark, VP, strategic partnerships at FreeWheel. “The end result is a much needed new offering that combines the strength of LiveRamp’s identity framework, FreeWheel’s expertise and scale in premium video, and the benefits of addressable advertising. We’ve designed, built and are introducing this new solution with a focus and commitment to privacy, so that advertisers can get ahead of and succeed in today’s evolving media landscape.”

Programmers including AMC Networks and Paramount Global said the move will make addressable advertising more attractive to their advertising clients.

“Paramount Advertising is steadfast in delivering the most advanced and flexible offerings for marketers to reach their target audiences across our leading portfolio of networks and streaming services,” Paramount senior VP, ad platforms Todd Bender said. “LiveRamp has been a longstanding partner as a key member of the Paramount Identity Framework, and this partnership with FreeWheel will enable us to further enrich bid requests and unlock even more powerful opportunities for advertisers across our EyeQ footprint of more than 90 million full-episode viewers.” 

“We are pleased to extend our longtime ATS implementation into the ad-supported version of AMC Plus coming next month and this important new inventory,” added Scott Keating, VP, audience and data platforms, AMC Networks. “This capability will drive our leadership position in delivering addressability for our partners while extending scale of high-quality audiences rooted in authentication.” 

FreeWheel and LiveRamp said that ATS will unlock benefits for advertisers, including measuring media buys and enabling collaboration and insights with other brands.

The integration will also enable the nearly 90 RampID-enabled demand-side platforms to directly transact on LiveRamp’s people-based identity.  Every impression can be measured, resulting in better ROI, the companies said.

“Premium addressable CTV inventory is the new must-have for every advertiser,” Travis Clinger, senior VP of activations and addressability at LiveRamp, said. “FreeWheel’s integration to support LiveRamp’s addressability will power more accurate, people-based marketing across some of the world’s leading streaming publishers, enabling marketers to drive the business outcomes they need.” 

At a time when retail networks are growing in dollar volume and sophistication, Dollar General worked with LiveRamp to strengthen its connection with its customers, particularly the 4 million active uses of the Dollar General app..

With its near 19,000 stores in the U.S. Dollar General has first party data on its customers, many of who live in remote, rural areas not well serviced by broadband, making them difficult to reach with omnichannel marketing campaigns.

“For nearly 85 years, Dollar General has put the customer at the center of everything we do — the better we know our customer, the better we can serve them, the more time and money we can save them,” said Chad Fox, VP, Chief Marketing Officer at Dollar General. “Our first-party data offers a modern and comprehensive level of this customer centricity — powering more relevant and personalized digital experiences for our customers delivered by both DG and its vendors.”

The retailer launched the Dollar General Media Network in 2018, It decided to upgrade its technical operations bringing in LIveRamp to increase match rates using ethically sourced consumer offline data.

“LiveRamp’s commitment to flexible collaboration, wherever data may live, was an ideal match for Dollar General’s vision to create access to an entirely new subset of individuals. Together, we’ve been able to transform customer experiences for more individuals by delivering the rich, granular insights partners crave from their partners,”  said Vihan Sharma, LiveRamp’s executive of Global Revenue, “DGMN is a true testament to retail media innovation and the flywheel effect of data collaboration.” 

Also Read: LiveRamp Launches Facility For Secure Data Collaboration

LiveRamp IDs enabled the Dollar General Media Network to work with The Trade Desk and Google Ad Manager.

“We always talk about how no one knows our customer as well as we do, so we should have great technology to deliver against it,” said Fox. “We needed resources, support, collaboration, and partnership. LiveRamp was able to check all those boxes for us.”

Dollar General is now better able to connect with customers for itself and for the marketers whose goods are sold in Dollar General stories through paid media.

Among the marketers working with the Dollar General Media Nework include Pepsi, Hershey’s Unilever, General Mills and Colgate-Palmolive.

Those brands have been able to build awareness among Dollar General shoppers and have seen an incremental return on ad spending, Dollar General said.

“Sharing data in a privacy-first and respectful manner enables unique combinations of attributes for segment insights, audience creation, and targeting that drives relevancy, engagement, and conversion—a win for our customers, a win for our vendors, and a win for DG,” said Fox. ■

LiveRamp said it has a new system that allows multiple parties to share data and collaborate in order to create more relevant ad campaigns while protecting individuals’ privacy.

The new module added to LiveRamp’s Data Collaboration platform, lets brands, publishers, retailers, platforms and data providers pull together insights and measure media return on investment.

Live Ramp said more than 20 clients have engaged with the new capability over the past year with early adopters including Ampersand, Dish Media, Snap, TelevisaUnivision, Hill’s Pet Nutrition, Pinterest and the Albertsons Media Collective.

"With LiveRamp, we've increased the value we're able to extract from our important publisher relationships with Dish Media and others. The ability to safely and securely access and analyze more data has allowed us to better understand our customers and measure the true impact of our marketing activities. We plan to build upon this success and strengthen more of our media and retail partnerships," said Joe Keating, Analytics Director at Hill’s Pet Nutrition. 

“As more brands, agencies and publishers adopt clean room resolutions to tackle privacy challenges, it’s critical we find ways to make it more accessible to agencies and advertisers. LiveRamp helps solve this by reducing the complexity of the clean rooms through their suite of market tools in a meaningful way,” added Kent Tseng, VP Product Management, Advanced Advertising at TelevisaUnivision.

LiveRamp recently announced support for AWS Clean Rooms and an expanded partnership with Snowflake.

“The modern ecosystem demands interoperability, trust and accountability in order to thrive amid a labyrinth of partner requirements and regulatory and technical changes. LiveRamp is meeting this need by enhancing our data collaboration platform with new functionalities that traverse these requirements while supporting growing cloud adoption,” said .Kimberly Bloomston, senior VP of product at LiveRamp,  Privacy-conscious and configurable, LiveRamp’s solutions are transforming the value of partnerships through an unprecedented value exchange that benefits everyone involved.” ■

Allen Media Group said it is working with LiveRamp to make advertising inventory on The Weather Channel TV Streaming App and Local Now addressable.

LiveRamp’s Authenticated Traffic Solution provides authenticated first-party connectivity to enable data-driven, programmatic targeting on people-based inventory. Marketer can reach addressable audiences in a privacy-safe manner. 

Working with LiveRamp also enables better measurement of impressions.

“Allen Media Group is ahead of the curve in understanding the importance consumers are placing on their privacy, and the shifting landscape of regulations and market trends that require our ecosystem to build stronger, more trustworthy relationships with consumers,” said Scott Howe, CEO, LiveRamp. “Allen Media Group’s implementation of ATS is a sustainable solution for all aspects of privacy, while creating value for marketers looking to reach these addressable audiences.”

Allen Media Group launched the Weather Channel TV streaming app last year. Pay TV subscribers can authenticate to view Weather Channel programming and non-subscribers can bu direct-to-consumer subscription packages.

“The industry is at a crossroads when it comes to privacy, and we’re looking ahead so we can meet today’s demands for privacy, but also anticipate where the market is going moving forward,” Byron Allen, founder, chairman and CEO of Allen Media Group, said. “Amidst industry and macroeconomic pressures, Allen Media Group’s deployment of ATS provides a critical solution to make every impression addressable and measurable for marketers, while also maintaining industry-best standards for consumer privacy.” ■

Qunsent said it is working with data platform LIveRamp to enable consumers to provide permission to use data about them in advertising.

“Through all the conversations over the last few years brands, publishers and marketers have been throwing around solutions that solve slices of the data privacy issue, but they’re still missing the mark by not putting the consumer at the center of the solution,” said Jesse Redniss, CEO and co-founder, Qonsent.

“Qonsent’s mission has been to ensure consumers have control over how their data is being used while empowering brands to leverage existing technologies to solve data privacy challenges on the backend. Our partnership with LiveRamp will offer our joint customers an immediate, comprehensive solution without any downtime or impact on marketing efforts,” Redniss said.

The Qonsent technology enables any brand or publisher to become instantaneously compliant in the way it collects and handles personally identifiable information by turning that information into a RampID.

“Regulatory bodies and tech leaders are paying more attention to this space, and companies should focus on solutions that restore consumers’ trust accordingly,” said Travis Clinger, SVP, Activations and Addressability, LiveRamp. “From the start, we’ve emphasized using authenticated customer data in ethical and appropriate ways, and have built our platform accordingly; partnering with Qonsent further brings consumers into the mix with informed authentication and a clear guide to how their data will be used. Enduring, loyal customer relationships are in all of our best interests, and will stand the test of time no matter what regulatory and privacy changes emerge.”

For consumers the integration provides a transparent means to understand how a brand plans to use their data and for how long. 

Qonsent’s SmartQontract has integrated LiveRamp legal disclaimers regarding data privacy directly into the interface so consumers can easily determine if they want to share their PII at the moment of consent usually during an offer or activation moment. ■

Jay Prasad, a veteran ad tech and measurement executive, was named CEO of Relo Metrics, formerly known as GumGum Sports.

Prasad, most recently LiveRamp's chief strategy officer for TV, succeeds Brian Kim.

In his new post, Prasad will aim to grow Relo Metrics, which uses artificial intelligence to measure the value of sports sponsorships and works with teams in the NBA, MLB, NHL, NFL and English Premier League.

"Jay is the perfect leader to build on all of the success that Relo Metrics has achieved," said Phil Schraeder, member of Relo Metrics' board and CEO at GumGum, parent company of Relo Metrics. "His knowledge of the media sector is second to none and his experience working with large companies in the measurement and metrics industry is exactly what Relo Metrics needs. We’re so excited to welcome Jay into the company."

Before joining LiveRamp, Prasad was chief strategy and business officer at VideoAmp and VP, global business development and partnerships at TubeMogul. Earlier in his career, he held posts at FreeWheel and Yahoo and was a consultant with Arthur Andersen and Ernst & Young.

"Sports viewing has become increasingly strategic to media companies and brands, while becoming more fragmented and complex, with sports fans just as likely to be viewing TikTok, Instagram and YouTube, or watching sports via live or time-shifted streaming," Prasad said.

"Legacy measurement platforms haven't kept up with consumer behavior and simply aren’t set up to manage this change," he said. "With its AI-powered Computer Vision,  real-time analytics capabilities and multichannel reach, Relo Metrics is exactly what the industry needs, and that's why I believe the company is primed for huge success. None of this would have been possible without Brian's leadership and I’m proud to be taking the baton from him and building on his impressive legacy." ■

A set of guidelines aimed at standardizing addressable advertising was released by Go Addressable, an outfit set up by cable and satellite distributors plus smart-TV set maker Vizio.

Despite the obstacles created by having to deal with different distributors in order to stitch together a national campaign, addressable advertising is expected to generate $7.5 billion in global spending this year, according to a report from Deloitte.

The group also identified vendors for data matching that work across operators (LiveRamp, Experian and Epsilon) and attribution vendors (LiveRamp, Experian and Neustar). More vendors may be added in the future.

“While addressable has been around for 10 years, it’s still in its early stages, and because of that, many providers are using different criteria and guidelines to deploy it,” said Matt Van Houten, senior VP, product, operations and business development, DirecTV Advertising. “This has caused unnecessary complication and friction in the process. With the unveiling of our easily accessible industry guidelines, all advertisers can be comfortable with the medium, knowing these guidelines are supported by many of the distributors operating in the space. And this is exactly why Go Addressable was created. By working together, we are providing more paths to acceleration for the medium.”

DirecTV is one of the members of the Go Addressable initiative, along with Altice USA, Charter Communications’ Spectrum Reach, Comcast, Cox, Dish Media, Frontier and Vizio.

Also: AMC, WE tv Go Addressable in All Original Programming

The phrase “addressable advertising” itself apparently needed some definition, so the group noted that audience addressable refers to the ability to dynamically deliver various advertisers’ advertisements targeted to different audiences in different homes all watching the same network at the same time, while creative versioning describes offering the ability to deliver different creative messages to different audiences (households) within the same spot for a single advertiser.

The group said that certain video formats should be used by all programmers and distributors. The specs call for a MPEG-2 stream, using MPEG-1 Layer 2 for audio, a frame rate of 1080i and an image width and height of 1920 by 1080. The distributors can dynamically insert standard 30-second spots.

Each distributor also has an established process to ensure that ads delivered addressable have a chance to be seen and are not being inserted or counted when the TV is off or when/if viewers are no longer watching, the group said.

“Consistency is critical in advertising and is something that previously hasn’t existed for addressable campaigns, which are often executed across multiple operators,“ Paramount executive VP, advanced media Julian Zilberbrand said. ”The industry guidelines created by Go Addressable give programmers a roadmap and guidelines that can be utilized when activating addressable campaigns across a national footprint. There is a lot of exciting work happening and we look forward to participating in the programmer council as we continue to scale our already robust addressable TV advertising capabilities for our clients.” ■

LiveRamp said it is working with Iris.TV and SpringServe to provide buyers with contextual data that enables them to use more of their cross-screen inventory in targeted and addressable campaigns.

Univision and Plex are among the publishers using the new capabilities.

“Partnering with LiveRamp has enabled Univision to accelerate our transformation of its adtech capabilities and deliver sophisticated targeted solutions for marketers to reach the diverse Hispanic audience,” said Univision's Brian Lin, senior VP, product management & advanced advertising solutions.

“We welcome the additional partnerships of Iris.TV and SpringServe working alongside LiveRamp to bring to market a first-of-its-kind ability to overlay rich contextual data on top of our audiences to unlock even more addressability for Univision. This will enhance our advertisers' ability to connect with our audiences with the right message across our content footprint, while ensuring brand suitability,” Lin said.

Plex's Harold Morgenstern (CRO) added, "LiveRamp, SpringServe and Iris.TV have been instrumental partners in bolstering Plex's addressable targeting, data and planning solutions. With these new capabilities, we are able to leverage audience and contextual data with ad-break level insights in our planning, enabling us to deliver better addressability and brand suitability across our diverse viewership footprint for our advertiser partners,” added Plex CRO Harold Margenstern.

LiveRamp said that going into the upfront, buyers and seller will be looking for ways to deliver audiences across screens, and that it’s collaboration with Iris.TV and SpringServe was a big step in that direction.

“We’re excited to be partnering with LiveRamp to unlock video-level contextual data to create the industry's first holistic planning tool that incorporates both audience and contextual video data across CTV and online video formats,” said Richie Hyden, COO & co-founder of Iris.TV. “More signal means more value. With greater video data connectivity, we’re making video-level data accessible, actionable, and useful for the entire advertising ecosystem. Couldn’t be more excited to be collaborating with SpringServe, Univision, and Plex to bring these capabilities to life.”

"Our collaboration with LiveRamp and Iris.TV enhances and maximizes addressability for streaming publishers and distributors,” added SpringServe CEO Joe Hirsch. “As they head into upfronts, they can now leverage the full value of their audiences alongside contextual data, such as rating and genre, alongside adbreak-level insights to inform predictability in their planning process all while doing so with 100% control over their data and which advertisers they want to work with.” ■

Clinch, an ad tech company that uses artificial intelligence to personalize campaigns, said it launched Flight Control, a platform aimed at making managing complex campaigns easier for advertisers and media buyers.

Flight Control has already been integrated by The Trade Desk, DV360, LG Ads Solutions, Facebook, Outfront and LiveRamp.

The platform enables advertisers to unify personalized campaigns across multiple channels in one platform that is capable of managing strategy, planning, creative, trafficking, mid-campaign and post-campaign analytics, the company said.

Also: Clinch Working With LG Ads To Enable Creative Optimization

“Flight Control is a representation of what Clinch has always sought to do with creative personalization from the client perspective, which is to simplify the logic-building that enables successful DCO campaigns across all channels,” said Oz Etzioni, CEO of Clinch. “It’s no secret that until now, the process of planning, activating and then measuring campaign performance has introduced almost as much friction into campaigns as it is intended to solve.”

By automating all channel specific workflows into one visual framework, Flight Control removes the need for technical expertise or silos for channels like CTV, OTT, programmatic, social, native and digital out-of-home. By handling all channels and phases of a campaign in one system, Flight Control eliminates delays and errors and provides unprecedented real-time analytics and predictive modeling to improve campaign performance from launch through campaign end.

“As Dynamic Creative Optimization (DCO) continues to change the media landscape at a breakneck pace, we see Clinch as a standout for their focus on constant innovation to meet the demands of the market and our clients,” said Amy Thorne, executive VP, performance creative business lead at Merkle, one company using Flight Control alongside Clinch’s Smart Ad Serving product.

Also: LG Ads Solutions Guarantees Outcomes for Ads on CTV

“To date, the industry has really been missing an intuitive UI to create, manage and maintain DCO campaigns across all paid media channels. We’re thrilled to be the first agency to pilot Clinch’s new Flight Control interface and see it as a major evolutionary tool that will take agency enablement to the next level. Flight Control is the game changer we’ve been waiting for,” Thorne said. ■

Captify, which gathers search data from the web, is bringing that information to the connected TV and addressable TV market through an integration on the LiveRamp platform.

Search data provides consumer intent, helping to target ads to people who are most likely to be in the market for specific products or marking particular occasions.

For example, a company looking to increase sales of paper goods can identify and reach adults searching “birthday parties,” “graduation celebrations” or holiday events and find people in the market for paper plates, napkins and other supplies.

Also: LiveRamp Adds Streaming Forecasting, New Data Capabilities to TV Platform

Captify gathers search from the open web, outside of the major search engines. “We see about a billion searches a day from about 70% of internet users in the U.S., Matthew Papa, senior VP of global partnerships at Captify told Broadcasting+Cable.

"Traditionally it built audiences enabling programmatic buyers to target via display, mobile and online video,” said Papa. Now, working with LiveRamp, its segments are available for brands buying CTV and addressable linear environments.

“We're helping provide MVPDs, content providers and CTV channels with access to that search intent data, to create better outcomes for their marketers,” he said.

Papa said Captify has worked with LiveRamp as a data company for a bit over three years, and has spent the last six months getting this TV integration reach for the markets. Fourth quarter TV campaigns using Captify data are currently running, he said. “We don’t have any results yet, but I imagine they’re going to be amazing,” he said.

Captify is working with LiveRamp for TV because of the ease of activation it provides for buyers, Papa said.

LiveRamp makes Captify’s data interoperable with LiveRamp’s identity system, said Jay Prasad, chief strategy officer at LiveRamp TV.

“This is going to fit in many different budgets, but immediately we see opportunity in the activation area. We’ve got addressable linear and CTV activation built into our platform, with all of the destinations to ad servers, to MVPDs, to programmers, to the TV OEMs. And they often use our tool to build audiences and size them.”

Prasad expects the Captify data to be useful to advertisers. “We’re always looking to curate high-quality audiences that are going to perform well,” he said. Looking at the growth Google and others are still seeing, search remains a force. “People searching for things is still really powerful and largely has not been captured in CTV or addressable television. We hope that this will open the door.”

LiveRamp said it has added streaming inventory forecasting and new data collaboration capabilities to its TV platform.

The company said that the new capabilities enable media sellers and advertisers to collaborate, activate and quantify media campaigns across linear TV, streaming and digital video. 

LiveRamp said that E.W. Scripps, Philo, Plex, Publica, Dish Network, Univision Communications and Innovid are among those participating in the platform.

“Advertisers today are looking for data solutions to ensure they are reaching their customers,” said Tom Sly, VP of revenue for national media at E.W. Scripps. “LiveRamp has put audience data, insights and campaign creation tools for advanced TV activation all together in one place. In our industry’s rapidly changing environment, we believe LiveRamp and its TV activation solutions will be winners for buyers and sellers.”

“Philo delivers high-quality entertainment, lifestyle and knowledge programming across live streaming and VOD. Even though our content is similar to traditional MVPDs, there’s one big difference — we are a programmatic-first company and our ad inventory is 100% addressable,“ added Aulden Kaye, director of advertising partnerships at Philo. “Partnering with LiveRamp TV has helped us unlock the full value of our CTV inventory through audience-based forecasting and activation.” 

“LiveRamp will help us offer advertisers the ability to target specific segments of interest, ensuring increased market share and sales,” said Harold Morgenstern, chief revenue officer at Plex. 

Comscore, working with Experian, InfoSum and LiveRamp, said it will begin incorporating first-party data into its audience targeting product, Predictive Audiences.

Predictive Audiences enables advertisers to reach audiences based on granular behaviors centered on contextuality. The ability for advertisers to add their first-party data to the mix increases the type of behavior-based audiences they can target.

“As the cookie-free future draws closer, it's clear that advertisers need better mechanisms to leverage their 1st party data in a privacy-centric and cookie-free way," said Rachel Gantz, general manager, activation solutions, Comscore. "We're thrilled to collaborate with all the major matching and clean room leaders to enhance our Predictive Audiences solution, which is the only capability in the market that offers this first-party integration at scale for advertisers across geographies."

Also Read: Charter’s Spectrum Reach Shifts to Comscore for Local Ratings

"We are thrilled to join with Comscore to provide future-proofed, identity agnostic solutions to our clients. Through this partnership, brands, media owners and agencies will be empowered to collaborate at unprecedented speed, delivering better data-driven experiences that prioritize consumer privacy," added Lauren Wetzel, InfoSum president North America. "With uncertainty across the industry, InfoSum is excited to work with Comscore to provide privacy-first data collaboration that enables companies to seamlessly move to a first-party data world."

Predictive Audiences is a core part of Comscore's cookie-free solutions within the Comscore Activation suite, which helps advertisers reach specific demographics, and behavioral TV and OTT audiences. By combining Comscore's media consumption data assets with the industry's second-largest contextual crawler and intelligent categorization technology, Comscore is able to translate audience segments at scale into contextual signals for cookie-free targeting.

Outcomes-based ad platform LoopMe said it introduced PurchaseLoop Audiences, a stand-alone product available in the LiveRamp Data Marketplace.

PurchaseLoop Audiences gives advertisers access to custom segments that enable them toe more effectively reach targeted viewers across all screens, outside of LoopMe media campaigns.

The segments obtained fia LoopMe’s survey tool that reaches 250 million U.S. users and covers 90 million U.S. households.. PurchaseLoop Audiences serves the survey via mobile devices to find respondents and, using advanced machine learning and artificial intelligence (AI) to identify which attributes are involved in those responses, builds a predictive model to find more respondents within that category, the company said.

PurchaseLoop Audiences does not rely on any cookies in building audience segments, making it useful as the industry moves on to new systems for identifying consumers.

More than 200 PurchaseLoop segments are available. Some are based on demographics, some on behavioral intent. There are segments based on media consumption patterns, while others are more specific, including such things as vaccine status, tech adoption or people who work at small businesses.

LiveRamp said its Authenticated Traffic Solution, introduced two years ago, has been adopted by more than 400 publishers and 70 demand and supply platforms.

ATS lets marketers target customers and measure campaign outcomes in a post-cookie world, without device identifiers.

Also Read: Addressable TV a Key Priority for Brands and Buyers: Study

“The digital industry is undergoing massive shifts with the end of third-party cookies and mobile device identifiers. We set out to create the neutral and interoperable infrastructure for this new era, and the incredible, worldwide adoption of ATS proves we’ve done just that,” said LiveRamp CEO Scott Howe. “Simply put, ATS places publishers and marketers in control of their data. It generates better results for marketers, higher yields for publishers and provides the opportunity for greater transparency. Over 100 brands use ATS, including clients through agency partnerships, and we expect this number only to grow.”

Microsoft Advertising, the world’s second-largest publisher is using ATS and has seen a 40% increase in CPMs on authenticated impressions.

"TV viewers are now well-integrated into streaming environments, which are fragmented across a wide variety of device platforms for advertisers. This makes the marketer's challenge of reaching and measuring a target audience multi-dimensional, and having a people-based identifier is important to ensure that advertising campaigns are relevant across channels and devices," said Mark Rotblat, chief revenue officer at Tubi. “LiveRamp helps enable authenticated, first-party relationships with our viewers so we can continue to deliver impactful experiences, at scale."

According to a study from Forrester Consulting commissioned by LiveRamp, advertisers who use ATS can achieve 343% ROI over three years, with payback within six months of the initial investment. 

“Our industry has reached a crossroads where we can move forward with a transparent, privacy-conscious approach to user authentication, or risk the same faults we saw with the cookie,” said Liane Nadeu, senior VP and head of precision media and investments at Digitas North America. “Our advice to clients is to take advantage of the time left before third-party cookies leave the ecosystem, and test and invest in authenticated solutions that will maintain consumer trust moving forward.”

Data connectivity platform LiveRamp said it was working with Kinetiq, which measures TV ad exposures across screens, to offer advertisers a holistic view of their TV investments.

The companies said that combining Kinetiq’s catalog of 2,600 TV stations across 85 countries with LiveRamp’s measurement of campaign outcomes will provide more comprehensive attribution reporting.

“Working with LiveRamp, we aim to redefine the TV attribution model so brands, MVPDs and programmers can finally measure the full value of their marketing,” said Kevin Kohn, CEO at Kinetiq. “Paid attribution is only one part of that equation. We look forward to expanding our partnership to include attribution for TV sponsorships, earned media and product placements forever changing TV attribution for the industry.” 

Earlier this year, LiveRamp forged a collaboration with Comscore to improve addressable TV activation and cross-platform video measurement. The combination of Kinetiq’s ad coverage and Comscore’s viewership data will create a high-quality source of information about campaign impressions.

Having accurate viewing data is crucial to determining the impact TV exposure had on sales and other campaign performance metrics. LiveRamp will be able to use Kinetiq’s current and historical data to determine return on investment and optimize future TV and digital buys, the companies said.

Comscore and LiveRamp said they have launched a new product for measuring the outcomes of cross-platform advertising campaigns.

Data Plus Math Powered by Comscore comes six months after Comscore and LiveRamp announced an alliance to use their data capabilities to measure outcomes.

"We're excited to launch the enhanced Data Plus Math offering, as it marks a critical milestone in fulfilling our joint mission to provide better accountability for marketers, better monetization for the sell side, and deliver more relevant customer experiences," said Chris Wilson, chief commercial officer at Comscore.

The new product takes advantage of ad exposure data from more than 28 million ACR and set-top box enables TVs in 17 million households. That information is connected to millions of cross-screen ad exposure and online and offline transactions.

As the industry increasingly embraces streaming while demanding accountability, Comscore and LiveRamp last week announced they were joining forces to try to lap the field in terms of measurement.

The partnership will focus on three areas: outcome-based measurement, data activation and a data safe haven to assure companies are comfortable using data in a privacy-friendly way.

All of these are hot topics at a time when the traditional advertising business is being hammered by the COVID-19 pandemic and advanced advertising is seen as a way to insure marketers that when they decide to spend dollars, they’ll get a superior return and be able to measure it.

“I believe this deal is transformational,” said Bill Livek, who last year took over as CEO of Comscore, which spent three years distracted by announcing issues and management changes that ultimately led to the company paying a fine to fraud charges.

“The genius of our relationship with LiveRamp is that brands can now have the truth about what’s going on in the television and digital video environment and and put real money on it,” he said.

The partnership is a practical way of providing clients what they’re asking for. “Certain things you have to build if they were not invented,” Livek said about Comscore’s system for using big data to measure consumer viewing behavior both on TV and in digital and LiveRamp’s identity graphs and attribution software.

“LiveRamp has done a marvelous job. Having two giant in the industry working together shows that we’re going to leapfrog everyone else,” he said.

The partnership aims to employ Data + Math, which LiveRamp acquired in 2018 to provide MVPDs, network, local stations and others with outcome-based measurement,” said Chris Wilson, chief commercial officer at Comscore.

In terms of data activation, “There’s a lot of great things we can do around expanding our activation work together including connected TV, which is a new and emerging area,” Wilson said adding that at the same time “more of our customers are looking for privacy-friendly ways to bring information together either from the brands and advertisers or third-party data in conjunction media exposure in a cross-platform world. The Safe Haven approach allows them to do that in a way that makes them comfortable and really supercharges the amount of commerce that can be done."

LiveRamp sees the world moving towards advanced advertising, which requires the careful handling of data.

“It seems that the future is accelerating,” said Jay Prasad, chief strategy officer for LiveRamp TV.

“The trends are around more addressability in advertising, the strong tailwind around streaming and accountability in marketing. Budgets have shrunk, but the ones that exist, they want to see what works so that you can continue to make smart investments,” Prasad said. “By partnering with Comscore, we’re able to take currency-grade media data and combine that with LiveRamp’s scale in identity and data distribution . . . at a time when the industry is fragmented this partnership brings things together in a way that makes it easy for the buy side and the sell side to take advantage of those tailwinds.”

The two companies plan to approach clients together under a contact that spells out the undisclosed formula for dividing revenue.

The arrangement is not exclusive but the two companies plan to appear joined at the hip when they go to market.

“I would characterize it as a ‘preferred partnership’ in the sense that we’re going to be working very closely together, selling each other’s services into their appropriate marketplaces,” said Wilson. “It’s in both our interest to really make this succeed from a sales and product-development perspective.”

The two companies will be able to get some products quickly to the marketplace. Others will take a bit longer.

For example, a version of Data Plus Math enhanced by Comscore’s audience data should be available to be used for any upfront deals that involve guaranteeing options, Prasad said. “This is probably going to be a very big year in terms of business outcome guarantees and other types of transactions,” he said.

“We’re also contemplating the international reach of both companies,” Prasad added. “We’re already starting to look at how we enable pieces of this in different markets as there’s strong demand across the world for these types of solutions.”

Source, the new programmatic platform from MediaMath, said it will use LiveRamp’s IdentityLink to provide advertisers with targeting and measurement data.

The integration will enhance MediaMath’s ability to link devices to users in an anonymous, privacy-compliant manner, and will deepen a marketer’s ability to deliver relevant ads and an improved user experience due to higher match rates.

“Our clients and partners want full addressability including the best ID resolution that prioritizes privacy across all screens,” said Jeremy Steinberg, global head of ecosystem, MediaMath. “We’re taking an open approach to providing the best identity solutions available in market today. We’re excited to partner with LiveRamp and continue development of capabilities that require consistent identity across platforms.”

The deal improves several components of addressability, including:

• Elimination of Data Loss During Delivery
• Increased Recognition
• Access to “Cookieless” Inventory
• Neutral and Transparent Measurement