SAN JUAN, Puerto Rico—Craig Berkley sums up LiveRamp’s role in reducing friction in television and video advertising targeting in one word: identity. “It’s clear that we all have various pain points that we can address or work on. Our mission and role in this whole ecosystem is to provide automated deterministic identity at scale,” says the Head of Revenue, TV.

LiveRamp helps tie marketing data back to real people by resolving identity across first-, second-, or third-party digital and offline data silos, Berkley explains in this interview at the recent Beet Retreat 2018. Its identity services in the addressable TV space helps to surface subscribers who are in a target segment.

“We can also provide deterministic identity services for attribution or measurement, reporting. That enables an exposure file to be matched with an attribution data source for the purposes of attribution measurement,” Berkley says.

In addition to using first-party, transactional CRM data, LiveRamp’s data store has some 150 different syndicated data sources. Advertisers can “comingle those two for the purposes of creating a better segment that includes both data sets.”

According to Berkley, all of the major MVPD’s use LiveRamp’s Connect Select matching tool so they can take in a data store segment or a CRM file and match it against their subscriber file. LiveRamp also has roughly 500 digital and mobile integrations as well.

“We seek now to move that into Connect Select so that you can in theory do matching across all of those platforms, including the MVPD’s, and really get a robust look across the industry of where your audiences are.”

Asked about the drive to synchronize all of TV with digital video, Berkley says LiveRamp wants to reach the point “where it’s at least technically possible to do unduplicated reach across a broad spectrum of platforms in the industry.

“We want to get to a place where you can do frequency capping across various advertising vehicles, whether that be linear or addressable, dynamic VOD insertion, digital or mobile. That’s exactly what we hope to enable.”

This video was produced in San Juan, Puerto Rico at the Beet.TV executive retreat. Please find more videos from the series on this page. The Beet Retreat was presented by NCC along with Amobee, Dish Media, Oath and Google.