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10 ViacomCBS signs first-party data partnership with LiveRamp
July 15, 2021 9:48
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.”
10 ViacomCBS teams up with LiveRamp for fresh advertiser data collaborations
Broadcast media player says new integrations will allow advertisers to connect first-party data with 10 ViacomCBS audiences and improve insights for campaign execution
10 Viacom CBS has joined forces with LiveRamp to allow advertisers to connect first-party data with the media company’s audiences and improve insights when executing and reporting on BVOD and digital campaigns.
The two companies are claiming an Australian-first in the broadcasting space, with 10 ViacomCBS becoming the first local company to use LiveRamp’s Safe Haven platform for data collaboration to enable insights, activation, measurement and attribution while honouring privacy. While LiveRamp has already struck technology provisioning deals with Seven West Media and Nine in Australia, the vendor said 10 ViacomCBS is the first content producer and provider to use Safe Haven in this way.