In response to the shifting digital landscape, Cross Screen Media has formed a pivotal partnership with LiveRamp, a leading innovator in data collaboration. This strategic move is designed to bolster the prowess of local advertising agencies as the industry moves away from reliance on traditional cookies. This collaboration aims to enhance ad targeting and measurement capabilities, ensuring that agencies can navigate the new terrain of privacy regulations without compromising their competitive edge. The goal is to provide advanced tools that are in tune with the current privacy-conscious environment, granting agencies a secure way to manage audience data. This alliance is a testament to the proactive adaptation of industry players in a world that demands greater respect for user privacy while striving to maintain advertising efficacy.
Enhanced Targeting with Identity Resolution
This collaborative effort introduces LiveRamp’s RampID into Cross Screen Media’s suite of tools. RampID’s function is pivotal—it is a privacy-centric identifier that utilizes a people-based approach to digital identity. It connects and activates data across disparate media ecosystems, enhancing the ability of Cross Screen Media’s clients to execute audience-based activation and measurement seamlessly across both linear and digital channels. With this engine, the partnership endeavors to secure sustainable audience reach and offer precision in frequency measurement amidst the privacy changes affecting the industry.
Commitment to Privacy and Regulatory Compliance
Maintaining user privacy and adhering to regulatory standards are at the core of the partnership’s objectives. Michael Beach, CEO of Cross Screen Media, underscores the initiative’s intent to cement the agency customers’ position in the addressable market for the foreseeable future. In the same vein, LiveRamp’s VP of Product, Erin Boelkens, highlights the competitive edge afforded to marketing operations within client environments. This comes alongside minimizing data sprawl by integrating robust identity solutions directly into the data cloud. Essentially, the alliance between Cross Screen Media and LiveRamp represents a well-calculated move to equip marketers with enhanced accuracy and a greater degree of control as they navigate through the complexities introduced by the shift to a cookieless world.