SAN FRANCISCO – Television isn’t very “people-based” right now, a dynamic that LiveRamp hopes to change by extending its IdentityLink platform to the TV space.
“There’s a lot of untapped opportunity in TV,” says LiveRamp Co-CEO Anneka Gupta. “It’s not very measureable.”
The IdentityLink extension was announced to coincide with RampUp 2018, the LiveRamp conference that attracted nearly 3,000 attendees in its six year of existence–up from 300 at the beginning.
In this interview with Beet.TV, Gupta talks about the industry changes that need to take place to free up more TV ad time for addressable campaigns and why it’s a win-win for different kinds of companies to exchange second-party data.
While LiveRamp and its parent company Acxiom have offered some TV solutions in the past couple of years, extending IdentityLink to TV is about “greater innovation and investment in the TV space. We now have a much larger dedicated group focused on this area,” says Gupta. IdentityLink for TV connects customer-based identities across channels by linking advertiser data with trusted third-party and TV viewership data.
LiveRamp is working to automate some of its existing addressable TV capabilities to make it easier for marketers to run such campaigns. It’s also looking beyond address to the broader TV market, including linear and OTT, “trying to work with the entire industry to make TV solutions and make TV advertising a lot more measureable and a lot more addressable.”
Gupta discusses working with MVPD’s to help brands target specific households with TV ads, for example retailers that want to reach consumers who have made purchases from them in the past six months.
“We can now take that audience of people, map it to the subscribers for each of these MVPD’s and actually run targeted ads to specific households that have those members of the audience in it,” Gupta explains. Instead of generic product messages, targeted viewers see ads “very specific to them and actually related to their experience and relationship with that brand already.”
She believes the industry must undergo an evolution encompassing technology, business organization structures, and business development relations that need to be spawned to open up more addressable beyond the two minutes of local time allotted to most MVPD’s.
“It’s not going to be just a twelve-month journey. It’s going to be a multi-year journey that we’re on together,” Gupta says.
LiveRamp would like to widen the participation of companies in the exchanging of second-party data to drive value for their respective businesses. “It can be a real win-win when you bring together complementary data sets to influence consumer interaction and make more personalized experiences,” Gupta says.