LiveRamp and FreeWheel team up to expand addressable ad inventory in connected TV sector

LiveRamp and FreeWheel announced today a collaboration to launch a new solution that will allow marketers to purchase higher volumes of addressable ad inventory in the connected TV arena.

This is a new global collaboration. The primary offering includes FreeWheel, which incorporates RampID support from LiveRamp’s authenticated traffic solution publisher partners into the FreeWheel TV platform.

One of the key advantages of this solution for marketers is the opportunity to improve personalisation capabilities in the soon-to-be cookie-less era.

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The collaboration makes use of two LiveRamp systems that function in tandem with FreeWheel’s technology.

• The authenticated traffic solution from LiveRamp connects first-party user data to LiveRamp’s RampID, allowing you to advertise to authenticated inventory while maintaining privacy. One of the most significant advantages of ATS is the ability to access addressable inventory without the usage of third-party identifiers, allowing you to construct and plan your ecosystem in a sustainable manner. RampID tracks impressions at every touchpoint in the customer journey, allowing marketers to gain deeper insights into exposure and conversions. RampID also provides brands with extra benefits in the field of data collaboration, such as measuring media buys and partnering with other brands to improve insights.
• With ATS and RampID compatibility, FreeWheel’s integration will allow more than 85 RampID-enabled demand-side platforms to interact directly with LiveRamp’s pseudonymous, people-based IDs in the near future. Brands will be able to engage their audiences on FreeWheel’s TV platform and transact directly with premium CTV publishers as a result of this integration. Brands may now activate on FreeWheel’s premium video supplies by combining their first-party data with LiveRamp’s RampID. One of the most significant advantages is that every impression can now be measured, which improves measurement and ROI for marketers.

“LiveRamp is an exciting addition to LiveRamp,” stated Travis Clinger, Senior Vice President of Activation and Addressability at LiveRamp. The integration of FreeWheel to enhance LiveRamp’s addressability enables more precise human-based marketing across the top streaming publishers worldwide, enabling marketers to drive the desired business objectives.

With third-party identifiers like cookies becoming less common, we collaborated with LiveRamp to develop a new method for advertisers to connect with and engage target consumers. Vice President of Partnerships Matt Clark stated FreeWheel’s Strategic. We are designing, building, and deploying this new solution with a focus on privacy to help advertisers stay ahead and succeed in today’s evolving media landscape. In the end, we have a much-needed new product that combines the strength of LiveRamp’s identity framework, FreeWheel’s premium video expertise and scale, and the advantages of addressable advertising.

“We’re excited to extend our long-standing ATS implementation to this important new inventory as well as the ad-supported version of AMC+ coming this October,” said Scott Keating, AMC Networks’ vice president of Audience and Data Platforms. “This capability advances our leadership position in providing addressability to our partners while scaling a high-quality audience rooted in authentication.”

“Paramount Advertising is resolutely committed to providing cutting-edge and flexible services for marketers to reach their target audiences across our portfolio of major networks and streaming services,” said Todd Bender, senior vice president of platforms at Paramount Advertising. “As a key member of the Paramount Identity Framework, LiveRamp has been a long-time partner, and this partnership with FreeWheel further powers bid requests and creates even more power for advertisers across the EyeQ footprint of over 90 million episodes.” Viewers, you will be able to open doors.”

FreeWheel and LiveRamp will deliver a privacy-focused solution to CTV publishers through this worldwide agreement, allowing them to establish audience-based targeting for buy-side platforms using authenticated publisher inventory. The ATS from LiveRamp is the industry standard for post-signal communication, and it is compatible with Google Display & Video 360’s PAIR, The Trade Desk’s UID 2.0, and Publicis’ CORE ID. Publishers who use LiveRamp and FreeWheel will profit from higher ATS inventory demand and CPM.