NBCUniversal said it is working with Google and LiveRamp to deliver more effective personalized commercials on connected TV. NBCU is implementing Google’s Display & Video 360 Publisher Advertiser Identity Reconciliation (PAIR) system, which lets it make its own first-party data more compatible with data from clients. NBCU would be the first major CTV provider using PAIR live later this quarter.
Data connectivity platform LiveRamp and Kinetiq, a scalable solution to unify paid, earned and owned TV impressions at the household level, today announced a new partnership to streamline measurement of all TV […]
Data Plus Math, the company that helped A+E Networks and NBCUniversal offer some of the first TV-related business outcome guarantees to marketers, has been acquired by LiveRamp, the data-management platform company for marketers. The deal is for $150 million — $120 million in cash and $30 million in “time-based” equity.
LiveRamp on Monday officially announced the extension of its IdentityLink platform into television, allowing marketers to support people-based TV media planning, buying and measurement.
Looking to curtail Facebook and Google’s competitive advantage in people-based marketing, global ad-tech companies have set up a consortium to make targeting technologies available through a wide range of channels. The initial group of companies in the consortium include AppNexus, LiveRamp, MediaMath, Index Exchange, LiveIntent, OpenX and Rocket Fuel.
