LiveRamp signs deal to boost programmatic TV assault

tv-3774381_1920LiveRamp, the company which rebranded from Acxiom Holdings after flogging off its marketing business to IPG, is ratcheting up its assault on the programmatic TV ad market by joining forces with two adtech firms to offer clients what they claim is a privacy-compliant improved audience targeting system.

The company has teamed up with independent video ad management platform Beachfront and “bidder-as-a-service” platform Beeswax to adopt and enable LiveRamp’s IdentityLink.

IdentityLink is a “people-based, privacy-first” identifier for connected TV, as well as display and mobile campaigns, which the company insists provides a solution for advertising within tighter controls around third-party cookies and user data privacy.

LiveRamp describes the tool as having a “neutral position, secure ecosystem infrastructure” and has a people-based opt-out mechanism for users.

The tool is designed to increase the scale and impact of connected TV campaigns activated across Beachfront’s portfolio of video inventory. Meanwhile, Beachfront’s publisher partners can monetise their inventory among Beeswax’s advertising clients using IdentityLink as the core identifier.

Tools such as IdentityLink are being developed in anticipation of the long-predicted death of third-party cookies, the traditional method of tracking consumers online.

LiveRamp vice-president of global strategy and partnerships Travis Clinger said: “The cookieless future presents the ecosystem with an incredible opportunity to build a better infrastructure for the open Internet, and we’re looking forward to continuing to work with partners to move beyond the cookie.”

Last year, LiveRamp boosted its adtech offering by acquiring TV analytics firm Data Plus Math in deal worth $150m (£117m). The firm collects exposures from smart TVs, set top boxes and streaming video, anonymises the data and matches it to different types of outcomes, like website visits, foot traffic or shopping cart data.

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