DIRECTV Advertising first CTV provider to enable all 5 of the identity solutions available through LiveRamp’s Authenticated Traffic Solution

NEW YORK, Oct. 07, 2024 (GLOBE NEWSWIRE) -- DIRECTV Advertising, a pioneer in addressable advertising today announced a partnership with LiveRamp, the leading data collaboration platform, to enable LiveRamp’s Authenticated Traffic Solution across DIRECTV’s streaming platforms. LiveRamp’s solution allows brand marketers to connect their first-party data with DIRECTV’s deterministic user data, enabling deeper advertiser control for targeting and measurement across authenticated streaming inventory in a privacy-focused manner.

“At DIRECTV, we’re laser-focused on driving forward scaled, holistic solutions that help brands identify and reach their intended audiences effectively,” said Matt Jamison, AVP, Head of Ad Sales Partnerships at DIRECTV Advertising. “Our deal with LiveRamp ushers in a new era for identity standards and reinforces our shared commitment to empowering marketers with greater flexibility, optionality and transparency.”

LiveRamp’s Authenticated Traffic Solution is built on trusted consumer relationships and enables connectivity and measurement without reliance on third-party cookies, increasing the value of DIRECTV’s inventory. Using the Authenticated Traffic Solution, DIRECTV Advertising will integrate interoperable identity solutions including The Trade Desk’s Unified ID 2.0, Yahoo’s ConnectID, Epsilon’s CORE ID, and Google’s Publisher Advertiser Identity Reconciliation (PAIR). Marketers can also leverage LiveRamp’s durable, privacy-centric identifier, RampID, for seamless ecosystem connectivity, enabling better reach, activation, personalization and measurement on DIRECTV’s inventory.

“DIRECTV’s sizable customer base and strong first-party data make it valuable for every advertiser, and LiveRamp’s solution helps to connect DIRECTV’s advertisers with the individuals subscribing to its services,” said Travis Clinger, Chief Connectivity & Ecosystem Officer, LiveRamp. “Most importantly, LiveRamp helps DIRECTV Advertising to enable media through a solution that is compliant with both the letter and spirit of applicable privacy laws and regulations.”

More than 450 of the world’s leading advertisers activate campaigns on RampID through the LiveRamp Data Collaboration Platform. DIRECTV Advertising joins more than 21,000 publisher domains that have integrated with LiveRamp’s solutions globally, and becomes the first CTV provider to enable all 5 of the interoperable identity solutions available through LiveRamp’s Authenticated Traffic Solution. Leveraging the single integration, DIRECTV Advertising benefits from interoperability across DSPs, allowing marketers to target DIRECTV’s streaming audiences, regardless of identifier or DSP, enhancing flexibility and making it easier for marketers to scale.

About DIRECTV Advertising
DIRECTV Advertising is a pioneer in the converged addressable space, delivering industry leading audience-based, digital, and innovative media solutions. Employing our decades of experience, we empower advertisers to address and engage their audience at scale while continuously measuring campaign impact against brand goals to unlock insights and optimize future campaigns.

About LiveRamp
LiveRamp is the data collaboration platform of choice for the world’s most innovative companies. A groundbreaking leader in consumer privacy, data ethics, and enterprise identity, LiveRamp is setting the new standard for building a connected customer view with unmatched clarity and context while protecting precious brand and consumer trust. LiveRamp offers complete flexibility to collaborate wherever data lives to support the widest range of data collaboration use cases—within organizations, between brands, and across its premier global network of top-quality partners.

Hundreds of global innovators, from iconic consumer brands and tech giants to banks, retailers, and healthcare leaders turn to LiveRamp to build enduring brand and business value by deepening customer engagement and loyalty, activating new partnerships, and maximizing the value of their first-party data while staying on the forefront of rapidly evolving compliance and privacy requirements. LiveRamp is based in San Francisco, California with offices worldwide. Learn more at www.liveramp.com.

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Kite Hill PR
Lara Schembri
Email: lara@kitehillpr.com

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