Upfronts Rebooted: LiveRamp’s Prasad On New-Look TV Ad Market

LOS ANGELES – A lot can change in a year. A year ago, as the pandemic bedded in, ad buyers were holding on to their money, pushing it down the marketing funnel and calling for a delay to the upfronts, the traditional annual season in which TV and video networks pitch for advance ad spending […]

 
 

Ad Buyers Want Unified Measurement: LiveRamp’s Prasad

A new report shows ad buyers have a laundry list of changes they would like to see to addressable TV ads, if audience-based buying is to become more popular. But recent changes may suggest some of their prayers may get answered. In this video interview with Beet.TV, Jay Prasad, chief strategy officer, describes some of […]

 
 

No Walled Gardens In CTV’s Last Mile: LiveRamp’s Jay Prasad

Connected TV has come a long way – but it still has a little way to go to fully realize the dreams of efficient, data-driven advertising that reaches individual homes. EMarketer forecasts US connected TV ad spending will reach $18.29 billion by 2024, more than double the amount spent in 2020, driven especially by YouTube, […]

 
 

How Retailers Can Benefit From Sharing Data: LiveRamp’s Stratton

SAN FRANCISCO – They may have come to regard their own customer and prospect data as closely-guarded information. But retails have plenty to gain from sharing their customer data with other organizations. New software allowing that to happen in a way that respects both user privacy and client confidentiality now promises to unlock those benefits. […]

 
 

People Power: Ad Buyers Discovering True Identity, LiveRamp’s Clinger Says

SAN FRANCISCO – How can ad platforms hope to front up against Google and Facebook when the fabric of ad targeting is being ripped apart? By laying a new infrastructure, says Travis Clinger. Third-party cookies are being deprecated by browser makers and Apple is switching its Identifier For Advertisers (IDFA) system to opt-in by consumers […]

 
 

After IDFA, An Opportunity For Real User Relationships: LiveRamp’s Clinger

SAN FRANCISCO – Apple is blowing up a key piece of infrastructure many advertisers use to target iOS users. But, whilst many in the industry are fearful of the impact of IDFA changes, a growing number are coming to believe they also represent an evolution toward a more-effective, more-robust and more-trustful relationship with audiences. The […]

 
 

It’s a New Era of Outcome-Based Guarantees, LiveRamp’s Jay Prasad

LOS ANGELES — With the TV Upfront shelved, and an increasing amount of transactions happening in the scatter market, outcome-based guarantees need to be central to the new scenario, says Jay Prasad, Chief Strategy Officer of LiveRamp TV, in this interview with Beet.TV In his recent article published in AdExchanger, he advises: “To balance portfolios, […]

 
 

How 2020 Election TV Ads Will Be Data-Driven: LiveRamp’s Bhalla

SAN FRANCISCO, CA — Political campaigns have long been amongst the keenest to use digital marketing tactics to reach voters. At the 2020 US presidential election, that is set to go in to overdrive. And it’s not just web, app and online video publishers who are set to benefit. In this video interview with Beet.TV, […]

 
 

LiveRamp’s Travis Clinger: ‘We Have an Opportunity to Transform the Industry’

SAN FRANCISCO– Addressability boils down to how a marketer engages with a consumer. But what does it mean to drive a meaningful consumer journey? In an interview with Beet.TV’s Jon Watts, Travis Clinger, vp of global strategy and partnerships at LiveRamp described how his company is aiming to drive this. For LiveRamp, crafting this engagement […]

 
 

In Crumbling Cookies, An Opportunity: LiveRamp’s Harkins

SAN FRANCISCO, CA — The way the online advertising business has targeted audiences for years is being ripped up – but marketing technology vendors are trying to see the glass half-full. Google has declared it will phase out all third-party cookies – the tiny, user-side files that store information – from its Chrome browser by […]

 
 

Addressable Scale Is Growing: LiveRamp’s Prasad

SAN JUAN, PR — Advertisers should embrace the new opportunity to use their own audience data to buy targeted ads not just on digital platforms but on TV. That is according to a tech exec who says “addressable” technology is coming on stream faster than ever. In this video interview with Beet.TV, Jay Prasad, chief strategy […]

 
 

With Upfronts Around The Corner, Neutrality Is King: LiveRamp’s Prasad

A new year, a new decade may have only just begun but, for some, minds are already turning to the key point in the US TV ad sales calendar. Upfronts season peaks in May, when video and TV content owners showcase their upcoming repertoire in a bid to secure advance ad buyers from brands and […]

 
 

Data Plus Math Is Ramping-Up LiveRamp, Metcalfe Says

LAS VEGAS – Ad-tech platform LiveRamp is now helping advertisers to buy campaigns centered on real business outcomes, not marketing proxies, after its earlier acquisition of the vendor Data Plus Math. LiveRamp acquired the company back in July. In this video interview with Beet.TV, Allison Metcalfe, the GM of LiveRamp’s TV offering, explains what new […]

 
 

Fireside Chat: The Future of Advanced TV Relies on Understanding Audiences

What has advanced TV’s journey been to this point and where is it headed? A panel of industry leaders moderated by Forrester principal analyst Jim Nail explored both of these questions. Despite industry predictions that advanced TV would have long ago hit its inflection point, it has still yet to truly peak. “There’s a lot […]

 
 

Adapting To Advanced TV: A+E, NBCU, LiveRamp Execs Discuss

Advanced TV ad targeting tactics present the promise of up-ending the traditional way in which TV ads are bought – upfront and for a mass audience – in favor of something more real-time and personalized. But buyers need to be walked through the transition, and an ultimate conversion to 100% addressable may not be the […]

 
 

LiveRamp’s Metcalfe Entices MVPDs To The Audience-Buying Future

It all started when Gap wanted to show baby clothes ads to shoppers who had already purchased similar items in stores. Now the business of marrying different consumer data sets is a big deal, and identity solutions are the glue that helps advertisers smartly target consumers across different media channels. But one of the technology […]

 
 

Brands Need To Break Data Silos: LiveRamp’s Grammier

The new opportunity to find the optimum TV audiences across data-driven OTT and even linear services all depend on using audience data. But how that data comes in to execution varies. In this video interview with Beet.TV, one vendor helping brands bring it to life for advanced TV ad buying explains the different levels of […]

 
 

Mythbusting with LiveRamp Video GM Allison Metcalfe

As advanced TV, addressable TV and connected TV all evolve, confusion around best practices is bound to arise, particularly as advertisers navigate new methods of audience identification, targeting and measurement. During the Beet Retreat, a half-day Beet.TV event in New York hosted by Publicis Media, Joanna O’Connell, principal analyst at Forrester Research, asked LiveRamp Video […]

 
 

Identity Will Help Publishers Fight Platforms: LiveRamp’s Clinger

Giving publishers better tools to understand the all-over identities of their audiences is the key that will help them compete for advertisers against big tech platforms. That is the growing consensus amongst a cluster of companies aiming to use so-called “identity graphs” to help publishers fight the “walled gardens” of Facebook and Google. “People spend […]

 
 

After Identifiers, Will Brands Swap Customer Data? Acxiom’s Skinner Thinks So

Over the last 10 years, advanced digital ad buyers have used off-the-shelf sources of data about individuals in order to better target their ads. Lately, however, legislation and tech vendors’ own policy changes mean this super-power is diminishing. Now, it is becoming more commonplace for brands to collect, store and use their own data about […]

 
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