First, Adobe and LiveRamp have expanded their partnership, allowing Audience Manager, Adobe’s data management platform, to go beyond matching device IDs and drill down into the individual or household level.
“It’s adding more native integration of LiveRamp’s people-based capabilities,” said Travis May, who heads the Connectivity division.
The companies have partnered for a while, particularly around data onboarding. Last year, the two created Customer Link, designed to provide a single view of customer activity.
“With this new integration, we’ve created a hierarchical mapping of IDs,” said Amit Ahuja, Adobe’s GM of data management. “The interesting implication is when you apply household and individual matching to the addressable TV space.”
Going deeper than device-level matching gives Adobe clients the ability to be more flexible when measuring and managing inventory across screens, said Kiki Burton, Adobe’s senior manager of product strategy.
Adobe said the development also benefits the sell side. For instance, cable operators will have a more comprehensive view of their audience.
In case you’re wondering if Acxiom’s recent addressable TV play – the integration of Allant Group assets into Acxiom TV – has anything to do with this expansion, an Acxiom spokesperson said advertisers using Adobe Audience Manager can distribute audience segments to addressable TV providers via Acxiom TV and LiveRamp Connect.
It’s still early days for this expansion. No clients are taking advantage yet, and Ahuja said the beta test is only about to launch.
LiveIntent Adds First- And Third-Party Magic
LiveIntent, whose tech places display ads in email newsletters, has also expanded its partnership with LiveRamp. LiveIntent customers can now use their first- or third-party data assets to inform buys.
Here’s an example: The New York Times will send a news alert that announces the winner of the Super Bowl and the score. A Super Bowl advertiser might want to purchase that inventory to support its big TV buy – basically some supplementary top-of-the-funnel branding. Adding data via the LiveRamp connection can let that advertiser more precisely target, such that a hypothetical car manufacturer can buy consumers whose leases are up.
As with Adobe, this is an expansion of an existing partnership, though LiveIntent only previously supplied data to LiveRamp, according to LiveIntent Chief Product Officer Shiven Ramji. Now it’s actively taking advantage of LiveRamp’s onboarding capabilities. Mobile – where 70% of LiveIntent’s publisher inventory resides – has made this an imperative.
“It’s not easy to connect to email because you need to tie it to email hashes,” Ramji said.
Add the fact that cookies aren’t usable in most of the mobile world and there are big technical problems connecting the data pipes of these different environments.
Obviously, the capability to connect to email hashes isn’t new – LiveRamp has done it before. But LiveIntent is acting now, thanks to its recent acquisition of Mojn, which plugs into LiveRamp.
“So in addition to allowing first- and third-party, we can do a larger match between hashes and cookies,” Ramji said. “This is beneficial to our demand partners because they can match more users.”
These expanded features are available for LiveIntent’s US customers (there are seven or eight live deployments), with a gradual roll-out in the UK and Europe.