LiveRamp’s purchase data product, which connects online audiences and impressions to actual store sales, is a flywheel that LiveRamp needs to start spinning in order to accelerate marketplace sales. The company has 15 retail, ecommerce and payment partners that integrate purchase data for campaign measurement, and more than 50 customers buying that data, Howe said.
The purchase data offering creates a virtuous cycle for the advertising and measurement business (as industry heavyweights Google and Amazon have demonstrated). And it presents additional avenues for LiveRamp to work directly with brands and to upsell current customers.
CTV growth also accrues partially to the marketplace, Howe said, because those campaigns include more data sales and post-campaign measurement investments. Data Plus Math, the TV analytics startup LiveRamp acquired for $150 million in June, won’t be incorporated into earnings results until next the end of 2019, but the CTV business grew by a third without the new business and “our expectations with Data Plus Math have skyrocketed,” he said.
And Amazon is an opportunity of its own for LiveRamp. The company has dozens of clients that use Amazon APIs and expects to integrate with the Amazon DSP by the end of this quarter, Howe said. “Moreover, anything that drives awareness of advanced TV is good for our business.”