LiveRamp | October 12, 2021
LiveRamp (NYSE: RAMP), the leading data connectivity platform, announced that it has added streaming inventory forecasting and data collaboration capabilities into its TV platform. With these additions, LiveRamp TV becomes the first and only end-to-end solution that enables media sellers and advertisers to collaborate, activate, and quantify media campaigns in a coordinated way across all TV inventory: linear, streaming, and digital video. Most importantly, the comprehensive TV platform is powered by RampID, LiveRamp’s world-class identity solution, ensuring every touchpoint is privacy-first, secure, sustainable and scalable.
The television industry is evolving quickly, propelled by the meteoric rise of streaming/connected TV (CTV) viewership, overall viewer fragmentation, and a call for more dynamic and accurate measurement solutions. LiveRamp is poised to help solve for each of these opportunities, delivering cloud-based, enterprise-grade SaaS that is neutral, interoperable, and secure, and rooted in identity. Now the entire ecosystem -- programmers, platforms, data providers, brands and agencies -- have a trusted, one-stop-shop to plan, target, quantify and analyze linear and streaming inventory side-by-side to achieve better business outcomes.
“Our customers and partners continue to ask us how they can get more out of their first-party data. They want to know how they can successfully collaborate, plan, activate and measure a blended campaign across the entire streaming and linear TV ecosystem and tie those campaign results to tangible business impact. They tell us they want to forecast and measure their campaigns using identity at scale, across channels, and in a manner that allows them to account for household-level reach and frequency that is accurate and goes beyond age and gender demographics. We now have an answer for them: an all-inclusive TV platform that addresses business-critical needs that have not been met to date and reflects where we’re headed as an industry.”
commented Jay Prasad, chief strategy officer, LiveRamp TV
LiveRamp’s best-in-class identity solution powers its TV platform, which boasts the following core capabilities:
Collaborate1: Brands and media sellers are able to safely connect cross-screen data such as advertising impressions for advanced business applications, including closed-loop measurement and collaborative analytics. The platform enables data governance for all parties, and empowers many-to-many collaborations. By tapping into more data for new insights, partnerships like the Upfronts will be brought to the next level.
Activate: Unlock and forecast custom cross-screen audiences, including CTV, as part of every media buy, whether purchased in the Upfronts or programmatically to achieve greater addressability.
Quantify: Measure cross-screen business outcomes like product sales, application installs, and web visits. For both buyers and sellers, this means every advertising dollar spent is accountable and addressable.
Key players across the industry expressed support and excitement about the enhanced platform:
"CTV is no longer an experimental channel, it’s a must have for marketers. But the tools and data needed to unlock the full power of CTV have thus far lagged adoption. Marketers have been looking for - a people-based, end-to-end solution, with identity at the core. Innovid is proud to collaborate with LiveRamp to bring independent ad serving into this stack. Now, media sellers and advertisers can collaborate with data in the cloud, and plan, forecast, activate, deliver and measure across all their TV inventory." - Tal Chalozin, CTO & Co-Founder, Innovid
“Advertisers today are looking for data solutions to ensure they are reaching their customers. LiveRamp has put audience data, insights and campaign creation tools for advanced TV activation all together in one place. In our industry’s rapidly changing environment, we believe LiveRamp and its TV activation solutions will be winners for buyers and sellers.” - Tom Sly, Vice President of Revenue for National Media for The E.W. Scripps Company
“This unique integration between LiveRamp and Publica allows the industry to better control, activate and surface their CTV audiences and enrich deals to those on the buy-side. The demand for addressable audiences on connected televisions will continue to increase as LiveRampTV Activation is now live and crosses both linear and streaming inventory. This feature can be used to run real-time audience-based forecasting and make targeted PMPs available through any programmatic platform, a first in the market.” - Ben Antier, CEO & Co-founder, Publica
“Philo delivers high-quality entertainment, lifestyle and knowledge programming across live streaming and VOD. Even though our content is similar to traditional MVPDs, there’s one big difference -- we are a programmatic-first company and our ad inventory is 100% addressable. Partnering with LiveRamp TV has helped us unlock the full value of our CTV inventory through audience-based forecasting and activation.” - Aulden Kaye, Director of Advertising Partnerships, Philo
“Plex offers advertisers true independent access to increased reach, and fully transparent data and analytics. LiveRamp will help us offer advertisers the ability to target specific segments of interest, ensuring increased market share and sales.” - Harold Morgenstern, CRO at Plex
“Partnering with LiveRamp is Univision’s latest step forward in transforming the Company’s adtech capabilities and delivering sophisticated targeted solutions for marketers to reach the diverse Hispanic audience. The partnership will serve to help us aggregate audiences across our leading platforms and drive Cross-Platform Optimization for clients to effectively connect with our audiences with the right message across our content footprint.” - Brian Lin, SVP of Product Management, Univision
“DISH Media is dedicated to the advancement of open, interoperable and technology-first solutions for the TV marketplace. LiveRamp TV’s secure and permission-based data collaboration solution allows us to provide brands unprecedented insights with uncompromising data privacy protections, as well as the ability to quantify results based on ad exposures across screens.” - Kevin Arrix, SVP DISH Media
LiveRamp is the leading data connectivity platform for the safe and effective use of data. Powered by core identity resolution capabilities and an unparalleled network, LiveRamp enables companies and their partners to better connect, control, and activate data to transform customer experiences and generate more valuable business outcomes. LiveRamp’s fully interoperable and neutral infrastructure delivers end-to-end addressability for the world’s top brands, agencies, and publishers.
Comscore | September 14, 2020
Comscore (Nasdaq: SCOR), a trusted partner for planning, transacting and evaluating media, today announced enhanced brand suitability protections that offer brands greater precision to determine what content is safe and contextually relevant. The segments, which are now available in many leading demand-side platforms, will put the control back in the advertiser's hands to be able to run their ad campaigns along content that is brand safe for them without sacrificing scale. Most brand safety offerings currently available take a binary, keyword-based approach to determining whether a piece of content is brand safe. These basic tools lack the sophistication needed to effectively navigate today's media and content landscape, such as differentiating between actual acts of hate speech and informative content on occurrences of hate speech. In contrast, Comscore utilizes a proprietary pattern-profiling technology that understands the true essence of an article. These unique features give brands far more nuance than what keyword-based solutions can deliver, resulting in safer and more effective advertising. With Comscore's solution, brands will be able to do better than basic keyword blocking and will be able to make the decisions that best fit their brand without having to wipe out large swaths of inventory, like avoiding all news content.
Google | June 16, 2020
Google continues a busy few months of ad policy updates and changes, this time dealing with ad creative and imagery, along with pausings for violations.
It’s been a busy few weeks for Google Ads and their policy updates.
Two more are added to the list: account pausing for violations and additions to their Misrepresentation policy.
It’s been a busy few weeks for Google Ads and their policy updates. Today, two more are added to the list: account pausing for violations and additions to their Misrepresentation policy.
Account Pausing Due to Violation
The statement is somewhat vague, and oddly lumped in with an update about the identity verification program. This is curious, given the policy language, which is “we may temporarily pause accounts to conduct investigations if we identify potentially harmful advertiser behavior. Paused accounts cannot run any ads.”
It notes the same action will be taken for accounts that do not complete the identify verification process.
Google has announced the same day that identity verification is rolling out to 4 new countries: Canada, India, Russia and Ukraine.
Read more: Google updates ad policies for employment, housing and credit ads
Also announced today are interesting updates to their policies surrounding “misrepresentation.”
Starting in July, there will be a “Clickbait Ads” policy. It will specifically address instances of sensationalized text and imagery that’s forces the viewer to click on the ad in order to understand its context. Ads participating in that type of behavior will not be allowed to run.
What does this mean, exactly? Here is how Google defines these types of ads:
Clickbait text and imagery:
• Claims of secret or scandal revelations
• Language that implies the click will give context (i.e. “click here to find out” or other similar phrases)
• Imagery featuring altered body parts, mugshots and disaster photos
• Before and after imagery of the human body
Negative life events to evoke emotion that causes action:
• Events can include things like accidents, illnesses, bankruptcy, arrests, etc
• Ads using imagery to provoke fear or shock
Google does not provide specifics on how these items will be identified, whether by AI or human.
Who Will This Affect?
Quite a few industries, especially those that sell to solve the types of problems outlined above. Law firms, bail bonds, diet pills, exercise equipment, and many others may be relying on messaging that will now violate these rules.
Some of these are crossovers with Facebook ad violations, so in those instances advertisers may be ready with alternate creative messaging already.
Read more: Google ads announces beta for explanations to speed up diagnose of conversions, impressions and click volume
For those who are not, they have only a few weeks to figure out alternative creative treatments.
What’s With All the Policy Updates?
While there’s been no formal statement or lawsuit that would seem to point to all these policy updates, it’s hard to ignore how many there have been.
Just last week, Google followed suit with Facebook’s previous mandate about targeting capabilities for housing, credit, and employment advertisers.
Google also recently announced a business identify verification requirement, so all advertisers will need to submit identity proof. That verification time was shortened less than a month ago.
The environment has been ripe for policy updates with the scramble to address restrictions made with Covid-19. Stories are still popping up of ads showing misinformation on platforms, along with recent discovery of Google Ads serving advertiser display creative on sites with untruths.
Some of it also may have to do with Google’s push to try and start dominating more in the TV landscape, and its latest foray into grabbing some of the top of funnel paid social budget that gets eaten by Facebook and Instagram. Facebook has taken its lumps with its privacy and targeting concerns, and no doubt Google has been paying attention.
The latest policy updates cited here are located on their policy updates page.