Thursday September 8, 2016 0 comments
DENVER -- Video inventory management platform SpotX, and San Francisco-based LiveRamp, a leading provider of data and connectivity and onboarding services, announced a partnership to bring the world’s largest service for connecting offline and online data to programmatic video buying.
Through the partnership, publishers can match online and offline data and provide advertisers with independent, cross-screen targeting options, without the reliance on walled garden ecosystems that have to date been the primary providers of video targeting infrastructure.
Publishers using SpotX’s platform can now use LiveRamp to overlay first- and third-party data onto their audiences. These overlaid data sets could include purchase behavior, a brand’s CRM data, third-party voter affiliation data, demographic data, etc.
“We are continually looking for ways to increase the value of our publisher’s inventory,” said Jeremy Straight, SpotX SVP of strategic partnerships.
“More brands are focusing on people-based audiences for targeted messages. Our partnership with LiveRamp gives our publisher and broadcast clients the flexibility to transact on this business through their own media properties.”
“Data drives performance and provides the key to delivering relevant messages at scale,” said Anneka Gupta, LiveRamp chief product officer.
“Our partnership with SpotX allows publishers to offer robust people-based targeting options to their advertisers.”
“This opens up a number of opportunities for programmers, broadcasters and MVPDs to move out of the silos of multi-screen campaign management into cross-screen activation, where the same datasets are used to equitably value inventory across all screens, all streams,” said Randy Cooke, SpotX VP of programmatic TV.
“Our goal is to provide our customers with an independent and transparent platform for transacting with their advertiser clients using the tools that give them the most flexibility” adds Straight.
“This partnership with LiveRamp accelerates the work we’ve already done integrating publisher DMPs and we feel we are on track to provide publishers and broadcasters a solution that rivals some of the walled garden opportunities that exist today.”