10 ViacomCBS signs first-party data partnership with LiveRamp

Ten ViacomCBS has entered into a broadcast data collaboration with global data connectivity platform LiveRamp, which will connect advertisers first-party data for insights, activation, measurement, or attribution.

The partnership, which Ten ViacomCBS calls an Australian-first, will make the media company the first content producer to offer access to this data through LiveRamp’s Safe Haven, which it says prioritises privacy.

Ten ViacomCBS director of sales, Sophie Hicks Lloyd, said: “We are thrilled to have LiveRamp on board. The appetite from our clients for addressable, people-based targeting solutions has never been greater, and this is the perfect complement to our premium tech and data stack.”

As a result of the partnership advertisers will now be able to use of their own first-party data to reach customers across web, mobile and connected TV (CTV) through Network Ten’s BVOD platform 10 Play.

Hicks Lloyd added: “The list of clients and agencies wanting to see us partner with LiveRamp is growing every day. Better still, the desire for clients to use their own data to inform media buying and measurement has never been stronger.

“I am proud that we are partnering with a platform which will give equal capability to large and small clients with varying levels of data readiness. We can’t wait to unlock greater insights for them.”

Ten ViacomVBS is also set to integrate its systems with LiveRamp’s Authenticated Traffic Solution (ATS).  Seven West Media and LiveRamp announced a similar partnership in September 2020, providing  addressable and programmatic marketing across its channels, including display, mobile and CTV, without relying on third-party cookies or device-based identifiers, representing a milestone among publishers in Australia.

Ten ViacomCBS head of data and digital audience, Josh Slighting, said: “Our partnership with LiveRamp addresses really material considerations for the market. Data collaboration is often restricted by the tools you use, and that typically is attached to incremental, unplanned cost.

“We don’t believe these barriers should exist for clients, nor do we feel that accessing this type of capability should be restricted to the enterprise end of town with complex tech stacks.

“This is not just about audience targeting and suppression. This is about unlocking greater insights and measurement for our clients, helping to deepen the understanding of our audience and how your investment is delivering a measurable result to your business.

“For us, there are no shortcuts when it comes to data connectivity, security, and privacy. We know this is hard, and so it should be. We’ve chosen a partner with the appropriate experience and credentials both locally and globally to support this critical function for us.”

The partnership rollout will take place over three stages. Stage one, Safe Haven, will see initial data collaboration with custom insights and lookalike modelling, and has already commenced with several beta clients. Ten ViacomCBS says this stage will be available more widely in October 2021.

LiveRamp vice president of enterprise sales, ANZ, Deb O’Sullivan, said: “Data is transforming the customer experience globally, and Ten ViacomCBS is pioneering this transformation in Australia.

“Brands are focused on becoming more customer-centric while respecting consumer privacy. Achieving this balance is no small feat, even for the largest advertisers.

“Ten ViacomCBS understands this and is a leader in offering brands a better way to safely and securely understand their audiences and deliver better experiences. We are thrilled to partner with them and pioneer new ways to collaborate with advertisers while prioritising consumer transparency.”

Earlier this year, Seven also announced Adobe as a new data partner, connecting over six million SWM-iDs with an Adobe ID.


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