LiveRamp and Innovid Expanded Identity Integration Drives 55% Higher Audience Addressability for CTV Advertisers
Leading Data Connectivity and CTV providers launch first of its kind integration to raise the bar on industry standards
NEW YORK, NY (October 27, 2021) – Innovid, an independent CTV advertising and measurement platform for the world’s largest brands, and LiveRamp (NYSE: RAMP), the leading data connectivity platform, today announced a first-of-its-kind, advanced identity integration for a buy-side ad server. The alliance between Innovid Key and LiveRamp’s RampID goes beyond standard identity partnerships to give marketers greater precision, with 55% higher audience addressability for CTV advertisers compared to industry benchmarks.
“We created this partnership with Innovid to meet marketers’ increasing need for enhanced addressability across CTV audiences,” said Jay Prasad, chief strategy officer at LiveRamp TV. “We’re already seeing tremendous gains in terms of scale with Innovid’s sizable CTV footprint and the LiveRamp identity infrastructure, which will meet customers’ needs around efficiency, while putting privacy-conscious, people-based solutions at the heart of the CTV ecosystem. This is a win for all parts of the market, and helps underscore our goal to make it safe and easy to connect data across screens and disparate environments.”
The solution, aptly named Key Connect, provides marketers with the necessary data they need to execute multitouch attribution, map offline to online sales, and more, but in a much more efficient manner
With this integration, Innovid now ingests LiveRamp RampIDs, holds the complementing tables in-house, and maintains a consistent mapping with LiveRamp’s identity infrastructure across CTV channels, in-app, and web. This allows Innovid to work with customers who use LiveRamp for identity resolution and further enhances Innovid Key’s cross-channel capabilities.
“We are always looking to better understand and target consumers more effectively. Unlocking identity management with Key Connect empowers us to deliver a more personalized experience and elevate brand performance across all channels and devices,” said Nicole Kane, director of precision & digital marketing for Molson Coors North America. “This integration between Innovid and LiveRamp sets a new standard for accurate CTV addressability and moves the industry forward in a bold and exciting way.”
“As LiveRamp’s first CTV identity partner, we have been innovating in collaboration towards the future of TV for years. We’re excited to build on our longstanding partnership to push the industry forward even further,” said Innovid’s CTO and Co-Founder, Tal Chalozin. “Increasing the addressability using a robust household graph has been a frequent, meaningful request from our clients and we’re excited to deliver on it. This integration goes above and beyond to enable marketers to have greater precision and an efficient workflow.”
To learn more about how marketers can benefit from Innovid’s interoperable approach to identity resolution, visit https://www.innovid.com/marketer-solutions/identity-resolution/.
Innovid powers connected TV (CTV) advertising streaming, personalization, and measurement for the world’s largest brands. Through a global infrastructure that enables data-driven personalization, real-time decisioning, scaled ad serving, and accredited measurement, Innovid offers its clients and partners streamlined solutions that optimize the value of investments across screens and devices. Innovid is an independent platform that leads the market in CTV innovation powered by exclusive partnerships designed to fuel the future of TV advertising.
Headquartered in New York City, Innovid serves a global client base through offices across the Americas, Europe, and Asia Pacific. To learn more, visit innovid.com or follow us on LinkedIn or Twitter.
LiveRamp is the leading data connectivity platform for the safe and effective use of data. Powered by core identity resolution capabilities and an unparalleled network, LiveRamp enables companies and their partners to better connect, control, and activate data to transform customer experiences and generate more valuable business outcomes. LiveRamp’s fully interoperable and neutral infrastructure delivers end-to-end addressability for the world’s top brands, agencies, and publishers. For more information, visit www.LiveRamp.com.