Cross Screen Media Partners with LiveRamp to Enhance Video Ad Targeting and Measurement for Local Agencies
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Insights
The partnership between Cross Screen Media and LiveRamp signifies a strategic move within the Connected TV (CTV) and data collaboration sectors. As the digital advertising landscape shifts away from cookies, companies are seeking solutions that offer targeting and measurement without compromising user privacy. This partnership is a proactive measure to address the impending cookieless future, which is expected to disrupt traditional digital marketing methods.
By incorporating LiveRamp's identity resolution capabilities and RampID, Cross Screen Media is positioning itself to offer its clients a means to maintain audience targeting efficiency. The use of a privacy-centric identifier like RampID could potentially increase the precision of ad targeting across multiple channels. For investors, this indicates that Cross Screen Media is adapting to industry changes and could maintain, if not enhance, its competitive edge in the CTV space.
With the integration of LiveRamp's identity solutions, Cross Screen Media is addressing a critical aspect of digital marketing: data privacy and compliance. The emphasis on consented data use and privacy measures aligns with global regulatory trends, such as GDPR and CCPA, which are reshaping how companies handle user data. This strategic move not only safeguards against potential legal and reputational risks but also assures agency customers of a commitment to ethical data practices.
The partnership's focus on enabling marketers to control their customer data within Snowflake's environment further reflects the industry's pivot towards data sovereignty. For stakeholders, this suggests a long-term vision that prioritizes compliance and user trust, which are increasingly becoming differentiators in the market.
The technical aspect of this partnership hinges on the integration of LiveRamp's Snowflake Native App, which facilitates a seamless connection between data management and marketing activation. This integration allows for more efficient data processing and activation, potentially reducing the latency between data collection and actionable insights. For businesses operating in the fast-paced CTV and digital advertising markets, the ability to quickly leverage data can lead to more timely and relevant ad placements, ultimately impacting the bottom line.
Furthermore, the mention of minimizing data movement suggests a focus on efficiency and cost reduction, as excessive data transfer can incur significant costs and introduce latency. This technical enhancement could lead to more streamlined operations for Cross Screen Media's clients, potentially translating into better campaign performance and higher ROI.
Furthermore, as marketers want to control more of their customer data, while also driving insights off consented data and accelerating time to value, they can take advantage of the LiveRamp partnership. By leveraging LiveRamp's Snowflake Native App, Cross Screen Media's customers can maintain control over their data in Snowflake while building a foundation with LiveRamp's identity, enabling a range of different use cases and downstream applications.
Cross Screen Media will also be incorporating RampID, LiveRamp's privacy-centric identifier, into its planning, activation, and measurement offerings. RampID leverages a people-based approach to identity, allowing marketers to connect and activate data throughout the ecosystem and reach authenticated audiences at scale. Using RampID, Cross Screen Media's agency customers are now empowered with audience-based activation and measurement across linear and digital channels.
"By partnering with LiveRamp and accessing their identity solutions via the Snowflake Media Data Cloud, we're able to ensure that our agency customers can reach addressable audiences at scale and effectively measure reach and frequency – today and into the future," said Michael Beach, CEO, Cross Screen Media.
"We're seeing our customers integrate marketing capabilities natively in their Snowflake environment, in part because embedding identity in the Data Cloud minimizes their data movement," said Erin Boelkens, VP, Product, LiveRamp. "By empowering them to connect more data within their environments, and enhancing measurement wherever their data lives, among other key capabilities, we're able to better situate them to navigate signal loss."
Agencies interested in leveraging Cross Screen Media's enhanced managed service can inquire for more information below.
About Cross Screen Media
Cross Screen Media is a leading CTV activation managed service for advertising agencies, built on a proprietary technology platform that enables advertisers to plan and measure advertising across Connected TV and audience-driven Linear TV at the local level. We seamlessly fit into existing workflows to help agencies scale, differentiate and deliver high-impact campaigns for their clients.
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SOURCE Cross Screen Media
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