Setting the brick-and-mortar
One reason Safe Haven is doing so well is because it’s a critical part of LiveRamp’s retail media offering. Walmart adopted Safe Haven in Q4 2021, LiveRamp CEO Scott Howe told investors. LiveRamp also signed a subscription contract with new customer JD.com, a huge Chinese online retailer.
LiveRamp added 20 new subscription logos in the quarter, each “a company you would recognize,” Howe told AdExchanger in a briefing prior to earnings. The new logos in the client roster over-index toward retail and CPG companies that are using Safe Haven to target retail media network buys.
When The Trade Desk won Walmart’s DSP partner business from Xandr in a bakeoff last year, it was because The Trade Desk matched more effectively to LiveRamp’s identity set.
“It’s hard to overstate how importance an asset it is for us to have a strategic position with 60% of big-box retail in the US,” LiveRamp CFO Warren Jenson told AdExchanger.
LiveRamp also benefits from changes in the market among onboarding and identity data companies, Howe said.
For one, he claims LiveRamp is thought of as the scaled, default player in the space.
In a recent Advertiser Perceptions SSP survey, LiveRamp’s RampID was the most-used identity service, pacing Google Privacy Sandbox proposals, Apple’s SKAdNetwork and Unified ID 2.0.
“It was nice seeing us atop the leaderboard, but it’s better when I pause to consider that other players are built on our carriage,” Howe told AdExchanger.
Agencies differentiate through media-buying prowess, creative expertise and analytics, Howe said.
“But they shouldn’t be competing around access to identity,” he said, “because the world is better served when that’s provided neutrally to everyone.”