Video inventory management platform, SpotX, and the leading provider of data and connectivity and onboarding services, LiveRamp™, today announce their partnership to bring the world’s largest service for connecting offline and online data to programmatic video buying.
Through the partnership, publishers can match online and offline data and provide advertisers with independent, cross-screen targeting options, without the reliance on walled garden ecosystems that have to date been the primary providers of video targeting infrastructure. Publishers using SpotX’s platform can now use LiveRamp to overlay first- and third-party data onto their audiences. These overlaid data sets could include purchase behavior, a brand’s CRM data, third-party voter affiliation data, demographic data, and so on.
“We are continually looking for ways to increase the value of our publisher’s inventory. More brands are focusing on people-based audiences for targeted messages. Our partnership with LiveRamp gives our publisher and broadcast clients the flexibility to transact on this business through their own media properties,” says Jeremy Straight, SVP, Strategic Partnerships at SpotX.
“Data drives performance and provides the key to delivering relevant messages at scale,” said Anneka Gupta, Chief Product Officer, LiveRamp. “Our partnership with SpotX allows publishers to offer robust people-based targeting options to their advertisers.”
“This opens up a number of opportunities for programmers, broadcasters and MVPDs to move out of the silos of multi-screen campaign management into cross-screen activation, where the same datasets are used to equitably value inventory across all screens, all streams,” says Randy Cooke, VP of Programmatic TV at SpotX.
“Our goal is to provide our customers with an independent and transparent platform for transacting with their advertiser clients using the tools that give them the most flexibility”, adds Straight. “This partnership with LiveRamp accelerates the work we’ve already done integrating publisher DMPs and we feel we are on track to provide publishers and broadcasters a solution that rivals some of the walled garden opportunities that exist today.”
SpotX is a video inventory management platform providing premium publishers and broadcasters with monetization tools for desktop, mobile and connected devices. The platform features modern ad serving and programmatic enablement technology, and other monetization tools, including outstream video ad units and solutions for connected TV. SpotX gives publishers the control, transparency and actionable insights needed to understand buyer behavior, manage access and pricing, and maximize revenue. The company is headquartered in Denver, Colorado, and has offices in New York, San Francisco, London, Sydney, Amsterdam, Stockholm, Hamburg, Belfast, and Singapore. In July 2014, European entertainment network RTL Group acquired a 65% stake in SpotX. For updates, follow SpotX on Twitter and LinkedIn.
LiveRamp connects more than 350 digital marketing platforms and data providers. We help marketers eliminate data silos and unlock greater value from the tools they use every day. By onboarding and unifying customer data across disparate systems, we provide the connectivity brands need to reach their customers across channels and measure the impact of marketing on sales. LiveRamp is an Acxiom company, delivering privacy safe solutions to market and honoring the best-practices of leading associations including the Digital Advertising Alliance’s (DAA) ICON and App Choices programs. For more information, visit LiveRamp.com.