LiveRamp and Videology Partner to Offer Brand Advertisers Actionable 1st Party Data Integration on Video Platform
First Server-to-Server Integration with TV-centric Planning and Buying Platform Sets New Bar for Data-driven Cross Screen Advertising
NEW YORK and ATLANTA(30 Oct 2013)
LiveRamp—the leading data onboarder—and Videology—a leading enterprise technology company for advertisers and media companies—announced today a server-to-server integration that will allow brand advertisers to seamlessly use their first-party data to reach their customers with digital video advertising.
In addition to RTB video buying, Videology's platform allows buyers to use their onboarded data for reservation-based buying, similar to the way television is planned and purchased. As a result, brand advertisers will now be able to activate data across screens while controlling for factors such as campaign flighting, reach and frequency to achieve a given set of brand objectives.
"First-party data will play an integral role in the future of addressable video advertising. But the ability to activate it quickly, at scale, and in line with the way that customers are using media is often the missing link," said Scott Ferber, Chairman and CEO, Videology. "The ability to combine advertisers' proprietary data with the tried-and-true planning strategies of television is a huge advancement for marketers. Working with a best-in-breed company like LiveRamp to help make these connections possible is exactly the type of innovation that our platform clients are counting on us to deliver."
"LiveRamp is excited to partner with Videology to allow marketers to use their customer data for in-stream video targeting," said Auren Hoffman, CEO of LiveRamp. "We want to enable brands to use their marketing data such as purchase history, CRM, and direct marketing assets across all marketing channels, and in this case, across all screens, to drive the ROI of their media campaigns."
Videology has tracked a noticeable and consistent increase in the use of custom segments based on first-party advertiser data to reach consumers within its platform. Campaigns using first-party data, especially data tied directly to purchasing behavior, often show stronger brand and sales lift results than those using more general or syndicated segments. For instance, a recent analysis of video advertising showed that audience targeting strategies based on purchase data performed 20% better in driving sales lift than demo targeting alone.
"Brand advertisers are sitting on a tremendous amount of customer data. The challenge is to use that data in a way that augments and adds measureable value to their media plans," said Vik Kathuria, Managing Partner, Digital Investment, MediaCom. "We have seen the value that third-party data brings to digital media, and fully support the effort to bring this same accessibility and ease-of-use to advertisers' own data, particularly as it applies to video."
LiveRamp is the leading data onboarder, empowering marketers to use their customer database in their choice of online marketing platforms for targeting, ROI measurement, content optimization, and more. LiveRamp offers 1-to-1 exact user matching while retaining the highest match rates in the industry and is the only company solely focused on onboarding data safely, securely, and accurately. www.LiveRamp.com
Videology (videologygroup.com) is an enterprise technology company for advertising and media companies. Its video platform allows brands, agencies and media companies to plan, serve, manage, and monitor video ad campaigns using features and specifications typical to TV, while taking advantage of the advanced targeting, optimization, and efficiencies of digital media. Videology's technology transforms the TV and digital experience so that a different ad—the right ad—will be shown to the desired consumer.
Videology, Inc., is a privately-held, venture-backed company, whose investors include Catalyst Investors, Comcast Ventures, NEA, Pinnacle Ventures, and Valhalla Partners. Videology is headquartered in Baltimore, MD, with key offices in New York, Austin, Toronto, London, Paris, Madrid, Singapore, Sydney and sales teams across North America.