In March, LiveRamp expanded its IdentityLink customer data service to addressable television, enabling brands to target the set-top boxes — and thus the TVs — of their customers’ households.
Now, the San Francisco-based firm is integrating its TV service with Adobe’s Advertising Cloud and Audience Manager, so that the marketing cloud can offer access to addressable TV. LiveRamp GM of TV Allison Metcalfe told me that Adobe is the first reseller of LiveRamp’s addressable TV subscriber identification services.
Under this arrangement, a brand can upload its first-party data (customer relationship management files, customer lists, offline sales or loyalty program lists) to Adobe for transfer to LiveRamp.
[Read the full article on MarTech Today.]
About The Author
Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.