Data connectivity platform LiveRamp and 10 ViacomCBS have partnered for an Australian-first data collaboration for digital advertisers.
The partnership will allow 10 ViacomCBS to offer its advertisers to connect to first-party data through LiveRamp’s Safe Haven, in order to generate insights that do not compromise privacy.
According to Sophie Hicks Lloyd, Director of Digital Sales at 10 Viacom CBS, “The appetite from our clients for addressable, people-based targeting solutions has never been greater, and this is the perfect complement to our premium tech and data stack.”
LiveRamp’s Authenticated Traffic Solution (ATS) works by using pseudonymised identifiers in order to connect marketers with real people rather than cookies, assisting businesses with the transition to a cookie-less world.
10 ViacomCBS will be able to offer advertisers access to LiveRamp’s ATS in order to generate reach and engagement by generating meaningful relationships with audiences, while prioritising consumer privacy.
“The list of clients and agencies wanting to see us partner with LiveRamp is growing every day. Better still, the desire for clients to use their own data to inform media buying and measurement has never been stronger,” says Hicks Lloyd.
Advertisers will have the opportunity to leverage their own first party data through web, mobile and connected TV, which LiveRamp claims will “deepen their customer intelligence”.
According to Josh Slighting, Head of Data and Digital Audience at 10 ViacomCBS, “Our partnership with LiveRamp addresses really material considerations for the market. Data collaboration is often restricted by the tools you use, and that typically is attached to incremental, unplanned cost. We don’t believe these barriers should exist for clients, nor do we feel that accessing this type of capability should be restricted to the enterprise end of town with complex tech stacks.”
The partnership will roll out in three stages, first enabling advertisers to broaden their reach through lookalike modelling, then 10 ViacomCBS’ campaign activation through LiveRamp and finally, allowing advertisers to purchase or exchange authenticated data on a private marketplace.
According to Deb O’Sullivan, Vice President of Enterprise Sales, ANZ at LiveRamp, “Brands are focused on becoming more customer centric while respecting consumer privacy. Achieving this balance is no small feat, even for the largest advertisers. 10 ViacomCBS understands this and is a leader in offering brands a better way to safely and securely understand their audiences and deliver better experiences.”