TVSquared and LiveRamp Link for TV Audience Insights

Edinburgh-based ad measurement and optimization firm TVSquared has partnered with Acxiom division LiveRamp, to help advertisers target consumers with more relevant TV ads.

Through the deal, TVSquared's Advantage TV attribution platform is combined with LiveRamp's IdentityLink cross-media tracking platform to enable advertisers to identify the audience segments that respond to TV, learn about viewing habits and find the creatives that resonate most. With the addition of LiveRamp's identity resolution service, users can also analyse performance from the audience perspective and discover who is responding to TV ads.

LiveRamp's General Manager of TV Allison Metcalfe describes the partnership as 'truly game-changing' for advertisers, claiming it provides a level of audience analysis that has never been available before with TV. Kevin O'Reilly, TVSquared's Chief Strategy Officer, adds: 'Our partnership with LiveRamp provides same-day insights into how all linear TV campaigns drive response from specific audience segments. This type of quick feedback loop allows our brand advertisers to not only reach the right audiences, but also reach them in the right content at the right times to drive maximum sales and engagement'.

Web sites: www.tvsquared.com and www.liveramp.com .