Disney, LiveRamp launch integration to boost ad addressability
Data collaboration platform LiveRamp has partnered with Disney Advertising to enhance audience reach with first-party data for media buyers.
Through integration with Disney’s Audience Graph, LiveRamp seeks to create interoperability RampID (a people-based identifier), to provide buyers CTV and streaming inventory when leveraging the Authenticated Traffic Solution, which allows publishers to resolve consented user data with a RampID in real-time.
This means marketers will have the ability to securely use the data within ad buys to enable addressability.
SVP of addressable sales at Disney, Jamie Power said: “With marketers seeking solutions that leverage first-party data versus pixels and cookies, Disney Advertising continues to architect solutions that put choice and control back in the hands of buyers.
“We’re excited to expand the aperture of interoperability through our new integration with Experian and LiveRamp, which will give advertisers increased reach and optimized frequency across Disney inventory while powering greater choice and control for buyers.”
In 2022, LiveRamp partnered with Adobe Advertising Cloud, which enabled RampID across channels, including desktop display, desktop video, mobile web, mobile in-app, connected TV (CTV), native, and audio.
Advertisers using Adobe’s Advertising Solutions Group can now utilise people-based audience targeting, frequency capping, activation of first- and third-party data, delivery reporting, access to supply-side integrations and exposure logs, and measurement support
Locally, networks including Nine, Seven and Ten all have partnerships with LiveRamp.
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