SAN FRANCISCO — When Acxiom acquired LiveRamp back in 2014, the potential pairings were clear to see.
But one tie-up that was not immediately obvious was video. Relative to modern consumption habits, video viewing had still not truly taken off, and video didn’t even garner a mention in the companies’ announcement.
Fast-forward, however, and video is all the rage and, last year, Acxiom and LiveRamp pooled several assets to make video advertising more effective.
As Craig Berkley tells Beet.TV in this video interview, the Acxiom TV team was combined with parts of LiveRamp, including combining Acixom’s programmer and MVPD relationships with LiveRamp’s 500 digital and mobile integrations.
In addition, the pair pooled Acxiom’s InfoBase, PersonX and 1,000 propensity models with Data Store, a market for hundreds of third-party syndicated data sets.
Berkley, previously at Acxiom but now head of revenue for LiveRamp TV, tells Beet.TV: “There’s several value propositions for TV. One is now you’re not dealing with two separate identity graphs in the digital space and in the TV space. Now you have one seamless graph.”
The aim is to use a single set of connected data to help ad buyers deliver across mobile, digital and television.
“Now, we have over 500 of the biggest consumer marketing brands,” Berkley adds. “We have access to their CRM file, their customer database. So, in the event they want to use that for advertising, we can easily get it from point A to point B so that you can execute on it.