Data onboarding provider LiveRamp and Videology, an enterprise technology company for advertisers and media companies, have partnered to deliver a server-to-server integration that will allow brand advertisers to use their first-party data to connect with their customers through digital video advertising.
In addition to the real-time bidding video purchasing service that Videology provides, Videology's platform will now also allow users to access their onboarded data for reservation-based buying—a model similar to that used in television advertising. With the new functionality, brand advertisers will be able to implement the data for better video targeting and simultaneously control for campaign flighting, reach, frequency, and other factors.
"First-party data will play an integral role in the future of addressable video advertising. But the ability to activate it quickly, at scale, and in line with the way that customers are using media is often the missing link," Scott Ferber, chairman and CEO of Videology, says. "The ability to combine advertisers' proprietary data with the tried-and-true planning strategies of television is a huge advancement for marketers."
"LiveRamp is excited to partner with Videology to allow marketers to use their customer data for in-stream video targeting," Auren Hoffman, CEO of LiveRamp, adds. "We want to enable brands to use their marketing data, such as purchase history, CRM, and direct marketing assets across all marketing channels, and in this case, across all screens, to drive the ROI of their media campaigns."
According to Videology, the company has already noticed a consistent increase in the use of custom segments to reach consumers within its platform. Campaigns using first-party data, especially data tied directly to purchasing behavior, often show stronger brand and sales lift results than those using more general or syndicated segments, the company claims. A recent analysis of video advertising showed that audience targeting strategies based on purchase data performed 20 percent better in driving sales lift than demo targeting alone, according to a company statement.