SAN JUAN, PR — Once upon a time, TV was a top-of-funnel, brand-building medium with little idea of a show’s audience beyond basic demographics. Nowadays, that is changing a lot.

In this video interview with Beet.TV, Zach Joiner, Strategic TV Publishers BD Manager, LiveRamp, says: “Identity is critical to TV, especially from a planning perspective.”

Joiner says new identity techniques including a Google hook-up are paying dividends.

ID for CTV

Joiner is buoyant about the prospects of further innovation in the identity space, especially for programmatic advertising. He describes LiveRamp’s recent partnership with Google and the DV 360 (DSP) team to enable Google PAIR (Publisher Advertiser Identity Reconciliation), expressing excitement for the continued adoption of this and other interoperable IDs, not just for the open web but also in CTV.

The integration of Google PAIR is a significant step, as Joiner expresses his enthusiasm: “One of the things I’m really excited about is continued adoption of Google PAIR, not only just for the open web, but also moving Google PAIR and our other interoperable IDs into CTV.”

According to a new LiveRamp case study for Omni Hotels & Resorts: “PAIR campaigns showed a 4X increase in conversion rate over traditional cookie-based first-party audience targeting in Display & Video 360 (DV360), indicating PAIR delivered better-performing impressions.”

The Role of Identity in TV Execution

“Being able to use resolved identity to think about audience, not only for your TV buys, but across the user journey,” Joiner adds, “is critical.”

This approach underpins functionalities that are becoming increasingly important in the TV space, such as personalization, frequency capping, and overall performance.

LiveRamp is a technology company that provides data connectivity services and has its own digital ad identity offerings. When asked about LiveRamp’s role within this ecosystem, Joiner describes a multi-faceted approach. “From a publisher perspective, we’re really helping them instrument and make their inventory addressable,” he states.

This is complemented by the company’s efforts to ensure that addressable inventory is interoperable across ad servers and the programmatic ecosystem, ultimately benefiting marketers who want to buy media across various platforms using ramp ID or other IDs.

Demystifying Interoperability

Interoperability, a term often bandied about in the industry, is simplified by Joiner: “For me, it’s just making things seamless.” He emphasizes the need to remove the friction associated with using different identifier solutions.

LiveRamp aims to streamline the process with their Authenticated Traffic Solution, which facilitates addressability across publishers without the hassle of managing numerous technologies to access those IDs.

Transparency is another cornerstone of modern advertising that Joiner touches upon. “It’s a really complicated, fragmented place,” he notes, pointing to the different ways households are currently defined. LiveRamp’s initiative in fostering data collaboration allows marketers to work more closely with platforms and publishers to achieve desired outcomes, he says.

You’re watching Beet.TV’s coverage of Beet Retreat San Juan 2024. This series and event is sponsored by Albertsons Media Collective, Moloco, OpenX and TransUnion. For more videos from the series, please visit this page.