- 13 August 2019 16:16
LiveRamp Recognised for AdTech Innovation in 2019 MarTech Breakthrough Awards Program
LiveRamp® (NYSE: RAMP), the leading identity platform for exceptional experiences, announced that its IdentityLink™ identify resolution platform that now includes features for Connected TV (CTV), has been selected as the winner of the “Best Overall AdTech Solution” award by MarTech Breakthrough, a leading market intelligence organisation that recognises the top companies, technologies and products in the global marketing, sales and advertising technology industry today.
Earlier this year LiveRamp expanded the capabilities for its IdentityLink platform to create a solution that was missing in advertising's fastest growing video channel: Connected TV (CTV). By linking CTV identifiers to the LiveRamp omnichannel identity graph, both marketers and advanced TV ecosystem partners can simplify campaign planning, targeting and measurement and get more precise with people-based marketing. This also means that consumers benefit from a consistent brand experience across TV, OTT and digital. This is increasingly important as CTV growth accelerates and becomes one of the most important vehicles for brands to connect with customers in an on-demand economy.
“The launch of LiveRamp's IdentityLink for CTV touches every corner of the ecosystem,” said Scott Howe, CEO, LiveRamp. “Marketers can launch measurable, people-based CTV campaigns, while programmers can maximise CTV ad revenue by infusing valuable audience data into their ad offerings. Additionally, technology platforms can deliver omnichannel buying, selling and measurement solutions that now include CTV and data providers can monetise audiences across CTV for targeting and analytics. All of these improvements occur while consumers experience meaningful and relevant brand connection moments across screens.”
The mission of the MarTech Breakthrough Awards is to honour excellence and recognise the innovation, hard work and success in a range of marketing, sales and advertising technology related categories, including marketing automation, market research and customer experience, AdTech, SalesTech, marketing analytics, content and social marketing, mobile marketing and many more. This year’s program attracted more than 2,500 nominations from over 15 different countries throughout the world.
“LiveRamp's CTV solution not only helps to unlock individualised experiences for consumers, but also simple, direct access to the data that marketers need to make CTV part of an integrated omnichannel strategy,” said James Johnson, Managing Director at MarTech Breakthrough, “LiveRamp’s IdentityLink is a powerful tool that fills a gap that existed in the marketplace for the estimated 190 million CTV users in the U.S. We congratulate LiveRamp on their innovative approach in delivering personalised moments to the entire CTV ecosystem, and we are pleased to name them a marquee 2019 MarTech Breakthrough Award winner.”
Despite the fact that advertisers plan to spend billions reaching CTV users, marketers still struggled to connect digital, advanced TV and traditional TV audiences without a consistent identity solution available in the market. Existing solutions that did tie the different devices were only able to extend to the knowledge of the devices in the household but not to the individuals, which limits the amount of personalisation one can provide. By tying actual audiences to the products and services they love, including Smart TVs, Connected TV devices and streaming services, LiveRamp is helping the industry infuse people-based data into every step of the CTV advertising experience.
Advertisers can include CTV as part of their omnichannel strategy by activating audiences across premium streaming content providers, like Hulu and Sling TV, as well as leading demand-side platforms. By leveraging IdentityLink, brands and media providers can also analyse the offline and online sales impact of CTV campaigns. LiveRamp is an identity resolution provider offering data onboarding and ties marketing data back to real people across first, second, or third party digital and offline data silos.