Until recently, advanced digital ad buyers used off-the-shelf sources of data about individuals in order to better target their ads.
But, lately, legislation and tech vendors’ own policy changes mean this super-power is drying up.
Now, it is becoming more commonplace for brands to collect, store and use their own data about their own customers and prospects.
After Acxiom sold its own data warehouse business, the former LiveRamp, to InterPublic Group last year, the reconstituted LiveRamp, following its acquisition of Data Plus Math, now wants to help the industry in a different way.
“We live in a world of massive fragmentation and that fragmentation is only increasing over time,” says CEO Scott Howe. “Virtually every major advertiser has built their own CRM file and their own sense of identity with each of their consumers.
“Increasingly we’re seeing that on the major publisher side as well. They’re not relying on any intermediary to provide that identity rather they’re going out and they’re collecting first party permission. They’re doing a value exchange with their consumers.
“And so, in a world where there are thousands of different identities it’s so important for an agnostic, neutral, seamless provider to link those all together in a permission based way.”
LiveRamp recently acquired Boston-based Data Plus Math, whose technology helps match up audience profiles and map ad exposure to conversion activities.
Data Plus Math works when marketers add its “TV Pixel” to their websites or apps. The company links tracked in-app or on-web activity to ad exposure data from millions of US homes, effectively supporting attributing ad views to website or checkout conversions.
This video is part of a series of interviews conducted during Advertising Week New York, 2019. This series is co-production of Beet.TV and Advertising Week. The series is sponsored by Roundel, a Target company. Please see more videos from Advertising Week right here.
