SpotX, LiveRamp Partner To Bypass Walled Gardens

Video inventory management platform SpotX on Wednesday announced a partnership with LiveRamp that will offer publishers the ability to match online and offline data and provide advertisers with cross-screen targeting without relying on so-called “walled gardens” like Facebook and Google.

Publishers using SpotX’s platform can now use LiveRamp to overlay first- and third-party data onto their audiences. These overlaid data sets can potentially include purchase behavior, a brand’s CRM data, third-party voter affiliation data, and demographic data.

“We are continually looking for ways to increase the value of our publisher’s inventory. More brands are focusing on people-based audiences for targeted messages. Our partnership with LiveRamp gives our publisher and broadcast clients the flexibility to transact on this business through their own media properties,” stated Jeremy Straight, the company's SVP, strategic partnerships.

“Our goal is to provide our customers with an independent and transparent platform for transacting with their advertiser clients using the tools that give them the most flexibility," he added.

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