LiveRamp Links in Addressable TV Audiences

Acxiom-owned customer data 'onboarding' specialist LiveRamp has extended its IdentityLink cross-media tracking platform to cover television, offering marketers support for people-based TV media planning, buying and measurement.

Allison Metcalfe, the firm's General Manager of TV, said the company will now integrate with all forms of 'addressable' television including streaming services delivered via over-the-top services (OTT) and connected TVs - as well as data and media-based buying capabilities in TV and digital, according to www.mediapost.com. This means advertisers can now match their customers or other target groups with television audiences, by feeding their CRM data or other third-party data into LiveRamp's system. Measurement and reporting, via a tool called Connect Select, will be compatible with that for digital advertising.

The move follows recent partnerships with TVSquared, for audience-level insights into TV ad performance; and with iSpot.tv, measuring TV ad impressions against digital audience segments.

LiveRamp was acquired by Acxiom four years ago for around $310m in cash, and has evidently proved a star performer - last month it became the core of one of two business units in a restructured Acxion, alongside Acxiom Marketing Solutions. Also in February, it bought Seattle, WA-based B2B data marketplace Pacific Data Partners, whose co-founders Pieter De Temmerman and Grant Ries will now lead efforts to expand IdentityLink.

Web site: www.liveramp.com .