Home Omnichannel One-to-One Consumer Connections Spur Two LiveRamp Partnerships

One-to-One Consumer Connections Spur Two LiveRamp Partnerships

SHARE:

live-ramp-ryanA couple of partnerships have popped out of RampUp, a Tuesday conference centered around Acxiom’s data onboarding service, which has since been integrated into a unit called Connectivity.

The common theme – probably not surprisingly – is the ability to do one-to-one matching.

Adobe Audience Manager: From Device Matching To Individual/Household Matching

First, Adobe and LiveRamp have expanded their partnership, allowing Audience Manager, Adobe’s data management platform, to go beyond matching device IDs and drill down into the individual or household level.

“It’s adding more native integration of LiveRamp’s people-based capabilities,” said Travis May, who heads the Connectivity division.

The companies have partnered for a while, particularly around data onboarding. Last year, the two created Customer Link, designed to provide a single view of customer activity.

“With this new integration, we’ve created a hierarchical mapping of IDs,” said Amit Ahuja, Adobe’s GM of data management. “The interesting implication is when you apply household and individual matching to the addressable TV space.”

Going deeper than device-level matching gives Adobe clients the ability to be more flexible when measuring and managing inventory across screens, said Kiki Burton, Adobe’s senior manager of product strategy.

Adobe said the development also benefits the sell side. For instance, cable operators will have a more comprehensive view of their audience.

In case you’re wondering if Acxiom’s recent addressable TV play – the integration of Allant Group assets into Acxiom TV – has anything to do with this expansion, an Acxiom spokesperson said advertisers using Adobe Audience Manager can distribute audience segments to addressable TV providers via Acxiom TV and LiveRamp Connect.

It’s still early days for this expansion. No clients are taking advantage yet, and Ahuja said the beta test is only about to launch.

Subscribe

AdExchanger Daily

Get our editors’ roundup delivered to your inbox every weekday.

LiveIntent Adds First- And Third-Party Magic

LiveIntent, whose tech places display ads in email newsletters, has also expanded its partnership with LiveRamp. LiveIntent customers can now use their first- or third-party data assets to inform buys.

Here’s an example: The New York Times will send a news alert that announces the winner of the Super Bowl and the score. A Super Bowl advertiser might want to purchase that inventory to support its big TV buy – basically some supplementary top-of-the-funnel branding. Adding data via the LiveRamp connection can let that advertiser more precisely target, such that a hypothetical car manufacturer can buy consumers whose leases are up.

As with Adobe, this is an expansion of an existing partnership, though LiveIntent only previously supplied data to LiveRamp, according to LiveIntent Chief Product Officer Shiven Ramji. Now it’s actively taking advantage of LiveRamp’s onboarding capabilities. Mobile – where 70% of LiveIntent’s publisher inventory resides – has made this an imperative.

“It’s not easy to connect to email because you need to tie it to email hashes,” Ramji said.

Add the fact that cookies aren’t usable in most of the mobile world and there are big technical problems connecting the data pipes of these different environments.

Obviously, the capability to connect to email hashes isn’t new – LiveRamp has done it before. But LiveIntent is acting now, thanks to its recent acquisition of Mojn, which plugs into LiveRamp.

“So in addition to allowing first- and third-party, we can do a larger match between hashes and cookies,” Ramji said. “This is beneficial to our demand partners because they can match more users.”

These expanded features are available for LiveIntent’s US customers (there are seven or eight live deployments), with a gradual roll-out in the UK and Europe.

Must Read

Peppa Pig

The Media And Retail Deals Behind The Peppa Pig Franchise Expansion

Peppa Pig is everywhere. Whether or not you have children, you likely know the little girl pig from the kid’s cartoon show. But the Peppa media franchise is just getting started.

Critics Say The Trade Desk Is Forcing Kokai Adoption, But Apparently It’s Up To Agencies

Is TTD forcing agencies to adopt the new Kokai interface despite claims they can still use the interface of their choice? Here’s what we were able to find out.

Why Big Brand Price Increases Will Flatten Ad Budgets

Product prices and marketing budgets are flip sides of the same coin. But the phase-in effects of tariffs, combined with vicissitudes of global weather and commodity production, challenge that truism.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters

The IAB Tech Lab Isn’t Pulling Any Punches In The Fight Against AI Scraping

IAB Tech Lab CEO Anthony Katsur didn’t mince his words when declaring unauthorized generative AI scraping of publisher content “theft, full stop.”

Comic: Gamechanger (Google lost the DOJ's search antitrust case)

Here’s Who’s Testifying During The Remedy Phase Of Google’s Ad Tech Antitrust Trial

Last week, the DOJ and Google filed their respective witness lists and the exhibit lists for the remedy phase of the ad tech antitrust trial. Lots of familiar faces!

MX8 Labs Launches With A Plan To Speed Up The Survey-Based Research Biz

What’s the point of a market research survey that could take weeks, when consumer sentiment is rollercoasting up and down every day? That’s the problem MX8 Labs aims to tackle.