Identity, identity, identity
LiveRamp wants its identity to be a “ubiquitous” feature of digital media and marketing, Howe said.
A deal with Index Exchange and dataxu last November enabled LiveRamp’s first-ever bidstream integration, which improves match rates and LiveRamp’s data exposure, since information such as location, device ID or Wi-Fi network often accompanies the bid request. Six months later, Howe said LiveRamp sees more than 8 billion bid requests per day via its bidstream integrations.
“It’s that redundancy that we’re pursuing,” Howe said, pointing to other data that can fill out an individual profile, including email addresses, home or IP address and mobile device IDs.
“What has me optimistic is that if cookies went away, our importance to the ecosystem would go up,” he said, because marketers need viable alternatives to the audience IDs owned by walled gardens.
If LiveRamp is to succeed and justify its multibillion-dollar market cap, it will need to be one of the winners in the race for addressable TV advertising.
“Nobody, not even the companies directly involved, know what’s going to win here,” Howe told one investor after being pressed about LiveRamp’s confidence in ad-supported video breaking the grip of ad-free streaming subscriptions.
He said the most promising media players in the OTT and connected TV (CTV) category, including Hulu, YouTube and Viacom-owned Pluto TV, are testing different levels of advertising and subscriptions, as well as more targetable live-TV bundles.
LiveRamp also strengthens its core identity asset by growing its television industry connections. Earlier this year, the company started incorporating CTV IDs into IdentityLink, its cross-device identity graph. The TV device IDs help target and measure campaigns and anchor LiveRamp’s home address and IP address data with a connected device, similar to how a smartphone anchors individual targeting.