Simulmedia and LiveRamp™, an Acxiom® company and leading provider of omnichannel identity resolution, today announced a strategic partnership enabling marketers to activate their first-party or CRM data on national TV. TV advertisers who activate with first-party data can make their media dollars go further and gain valuable insights to improve all their advertising. And as a result, consumers receive more relevant, engaging content from advertisers.
Simulmedia's Performance TV platform is powered by second-by-second device viewing data from millions of U.S. households. Its campaigns combine data-driven targeting with patented, predictive algorithms to deliver cost-efficient reach at national scale, and provide brands with actionable insights they can use to benchmark performance and optimize future campaigns.
LiveRamp's IdentityLink™ solution allows marketers to create an omnichannel view of the consumer, resolving first-, second-, and third-party data to a privacy-complaint identifier that can then be activated in the Simulmedia platform as part of people-based marketing initiatives.
"Our partnership with LiveRamp is a major step in making first-party data automatically actionable for TV targeting and measurement," said Dave Morgan, founder and CEO of Simulmedia. "This partnership empowers marketers to use their granular customer data to create highly targetable segments. We've measured a doubling of conversion lift from TV ads when marketers use target audiences created from CRM data."
"People-based marketing with TV is rapidly transforming, and this partnership helps advertisers target and measure highly tailored audiences at the individual level," said Travis May, LiveRamp president and general manager. "We're pleased that an innovative company like Simulmedia can leverage LiveRamp IdentityLink to help advertisers activate their first-party data on TV and measure significant lift."
Brands interested in activating their first-party data on TV should visit simulmedia.com/liveramp.
About Simulmedia
Simulmedia's Performance TV is a new way to buy premium video advertising. Its data-optimized targeting combines the world's largest TV audience database with its patented, predictive analytics platform, VAMOS, to find and reach audiences on national TV with precision, scale and cost-efficiency. No TV company has better predictive targeting technology, more experience in data-optimized TV ad delivery and access to more national TV inventory than Simulmedia. For more information, visit www.simulmedia.com.
About LiveRamp
LiveRamp offers brands and the companies they work with identity resolution that is integrated throughout the digital ecosystem, and provides the foundation for omnichannel marketing. Our services transform the technology platforms used by our clients into people-based marketing channels that improve the relevancy of marketing, and ultimately allow consumers to better connect with the brands and products they love. LiveRamp is an Acxiom company, delivering privacy-safe solutions to market and honoring the best practices of leading associations including the Digital Advertising Alliance's (DAA) ICON and App Choices programs. For more information, visit www.LiveRamp.com.
