• by Alex Weprin , February 12, 2019

LiveRamp, the identity resolution, data and technology company that serves as the “pipes” for much of the data used in marketing campaigns, is getting into the connected TV (CTV) space.

The company will be expanding its core identity resolution product, IdentityLink, to connected TV devices. 

The expansion to CTV will connect identifiers from those devices to LiveRamp’s identity graph, simplifying the process for targeting, planning, and measurement. In a nutshell, IdentityLink’s integration will be able to connect consumer identities to their devices, allowing for more targeted and accurate measurement.

“Despite [the growth in the CTV marketplace], marketers still struggle to connect digital TV and traditional TV identities without a consistent identities solution available in the market,” LiveRamp CEO Scott Howe told analysts on the company’s quarterly earnings call Wednesday evening. “By linking individuals to the products and services they love, including smart TVs, connected TV devices and streaming services, LiveRamp aims to infuse people-based data into every step of this CTV advertising experience.” 

Howe added that the company is making progress in the CTV space, “which we believe will set this business up nicely for [fiscal year 2020].”

LiveRamp’s partner list reads like a “Who’s Who” of technology, advertising and media companies, the same companies that are betting on more accurate and granular data to boost their Botton lines.

LiveRamp is betting that CTV, as it grows, will be able to become a key part of the company’s business.