LiveRamp this month announced a partnership with Kinetiq. LiveRamp says the partnership enables advertisers to leverage Kinetiq’s ad catalog of 2,600 TV stations across more than 85 countries, with LiveRamp's Data Plus Math TV measurement solution, tying cross-screen ad exposure data.
Kinetiq tracking and historic data enables LiveRamp’s Data Plus Math to connect impressions to other data sources in order to determine ROI, access historic ad placement performance, and optimize future TV and digital buys. LiveRamp customers can map viewers’ ad exposure to actual purchases, store visits, app downloads, and other online or offline events.
LiveRamp acquired Data Plus Math last year, in June 2019. LiveRamp's Data Plus Math TV ties together TV and digital to real-world outcomes online or offline, including website visits, app downloads, store visits, and offline purchases. Kinetiq is a Mediaocean company that tracks and evaluates TV impressions in near real-time, measuring characteristics including media type, demographics, and household IP addresses.
“Through these enhanced analytics capabilities, TV marketers and media owners no longer have to concede to blind spots when evaluating the value and impact of their expenditures,” said John Hoctor, GM of LiveRamp TV. “As viewership continues to fragment throughout the rapidly changing TV landscape, the value of cross-screen measurement and reporting increases tenfold. Access to Kinetiq’s intelligence platform allows us to connect the highest quantities of data with the agility and foresight necessary to deliver across any screen, be it linear, digital, streaming or beyond.”