LiveRamp to Power People-based TV Campaigns for Adobe with IdentityLink
31 Luglio 2018 - 2:30PM
Business Wire
Partnership Enables Advertisers to Activate
Data At Scale for TV Advertising Using Adobe Advertising Cloud or
Adobe Audience Manager
LiveRamp®, an Acxiom® company (NASDAQ: ACXM) and leading
provider of omnichannel identity resolution, today announced that
Adobe (NASDAQ:ADBE) is integrating LiveRamp’s IdentityLink™ for TV
solution across Adobe Advertising Cloud and Adobe Audience Manager.
This enables advertisers to engage in addressable TV advertising
using the same first- or third-party audiences they already deploy
through Adobe, while unlocking household-level insight. The
partnership enhances people-based marketing and measurement
capabilities for Adobe Advertising Cloud and Audience Manager
customers and complements Adobe’s existing TV capabilities.
According to Adobe Digital Insights’ Advertising Report, the
majority (74 percent) of Americans believe the TV ads they see
aren’t relevant to them. Despite progress to extend automation and
data-driven buying to TV, most TV buys are still executed manually
with targeting and measurement limited to age, gender, frequency
and reach. Adobe took steps to solve for these challenges with the
introduction of Adobe Advertising Cloud TV last year, and the new
partnership with LiveRamp expands those targeting capabilities;
it’s now easier than ever for marketers to extend their digital
campaigns into the addressable TV ecosystem.
“Since announcing IdentityLink for TV in March, we have
continued to prioritize the transformation of the $224B television
industry, helping brands, agencies, programmers and technology
platforms execute people-based marketing at scale,” said Allison
Metcalfe, general manager of TV at LiveRamp. “Our partnership with
Adobe fortifies that approach, and helps ensure consumers are
tuning in – not tuning out – to meaningful messages and experiences
with brands they know and love.”
Adobe Advertising Cloud provides buyers with unique access to
inventory, enabling advanced targeting and measurement for billions
of ad impressions monthly – from the full footprint of 100+
networks on linear TV, to top broadcasters offering on-demand
access to full TV episodes and live sports. Adobe Audience Manager
users can now easily use first-party data – CRM files, customer
lists, offline sales or loyalty program data – or ethically sourced
third-party data from the IdentityLink Data Store to execute
advanced TV targeting and measurement. Once an audience is imported
to LiveRamp from Adobe, it is anonymized and matched to addressable
TV subscribers and can be activated at scale across addressable TV,
national linear TV, video-on-demand (VOD), over-the-top video (OTT)
and connected TV.
“The TV landscape is at a watershed moment, created by the
convergence of digital and the cord-cutter or cord-never
generation. To stay relevant as the industry evolves, digital and
TV must work together to create seamlessly-executed omnichannel
marketing,” said Todd Gordon, Director, Programmatic TV at Adobe.
“We are excited to work with LiveRamp to bring omnichannel
people-based marketing to our customers, so they can deliver
personalized marketing experiences that inform and inspire
consumers.”
To learn more about IdentityLink for TV and Adobe, please click
here.
About LiveRamp
LiveRamp offers brands and the companies they work with identity
resolution that is integrated throughout the digital ecosystem, and
provides the foundation for omnichannel marketing. IdentityLink
transforms the technology platforms used by our clients into
people-based marketing channels that improve the relevancy of
marketing, and ultimately allow consumers to better connect with
the brands and products they love. LiveRamp is an Acxiom company
(NASDAQ: ACXM), delivering privacy-safe solutions to market and
honoring the best practices of leading associations including the
Digital Advertising Alliance's (DAA) ICON and App Choices programs.
For more information, visit www.LiveRamp.com.
About Adobe
Adobe is changing the world through digital experiences. For
more information, visit www.adobe.com
© 2018 Adobe Systems Incorporated. All rights reserved. Adobe
and the Adobe logo are either registered trademarks or trademarks
of Adobe Systems Incorporated in the United States and/or other
countries. All other trademarks are the property of their
respective owners.
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version on businesswire.com: https://www.businesswire.com/news/home/20180731005336/en/
Havas Formula on behalf of LiveRampAlyssa Niemiec,
619-234-0345liveramp@havasformula.com
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