Interoperable Software: Disney Advertising and LiveRamp Collaborate for Better Addressability

Like most industries, data and artificial intelligence is consciously shaping the workings of the way advertising world. Today, the use of data, AI, and ML are enabling brands to know their audience preferences more clearly and create customized content accordingly.

Advertisers are implementing an army of wondrous AI tools and techniques to reach out to their audiences in a more personalized and efficient manner. It is very critical for marketers that every impression is addressable.

Disney Advertising and LiveRamp have both been dedicated to providing solutions that help buyers unlock the power of first-party data. The companies announced a new collaboration to empower advertisers to connect to their audiences at scale across premium CTV Inventory.

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The company will use a direct integration to Disney’s Audience Graph, create interoperability with RampID, and enable buyers to access CTV and streaming inventory when leveraging LiveRamp’s Authenticated Traffic Solution (ATS).

• Through this collaboration, marketers will have the ability to securely use their data within ad buys, while benefiting from the security and controls those solutions like RampID and Disney’s Audience Graph have, to enable addressability.
• Companies can rely on vast amounts of consumer data to strengthen their marketing strategy, offer personalized customer experiences, explore new revenue streams, and create a safe brand space in the market while enhancing brand loyalty.

Jamie Power, SVP, of Addressable Sales, Disney, says:

“With marketers seeking solutions that leverage first-party data versus pixels and cookies, Disney Advertising continues to architect solutions that put choice and control back in the hands of buyers. We’re excited to expand the aperture of interoperability through our new integration with Experian and LiveRamp, which will give advertisers increased reach and optimized frequency across Disney inventory while powering greater choice and control for buyers.”

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What is Interoperability?

Interoperability refers to the ability of devices, systems, types of equipment, apps, and products of different operators to work together seamlessly.

This enables unrestricted sharing of data and resources between different vendors via LANs (local area network) and WANs (wide area network). This feature helps organizations to get a holistic view of the information while enhancing their efficiency as well as performance.

The Workings of Interoperability

When two brands or manufacturers want their systems to be interoperable, they must exchange, interpret and present shared data in a way that is understood by the other.

This arrangement between brands can be defined as ‘syntactic’ interoperability and it mainly needs metadata to link data to a shared vocabulary.

Disney and LiveRamp’s Advertising Mantra

In the current digital scenario, marketers are constantly on the lookout for solutions that greatly emphasize people-based marketing and first-party data, Disney’s added interoperability with LiveRamp will improve campaign effectiveness through increased addressability. This will further result in better ad experiences along with a wider reach and improved frequency.

• LiveRamp’s people-based identifier, RampID, has helped companies unlock their first-party data, and connect with consumers with the right message at the right time.
• Marketers using RampID will be able to leverage this direct integration to better personalize experiences across Disney’s streaming services.
• RampID-enabled inventory is built upon authentications, where consumers share their first-party information in a trusted, transparent exchange for valued content or services.
• More than 450 brands work with LiveRamp to use their first-party data to personalize consumer experiences, and we partner with more than 160 demand and sell-side platforms ensuring that marketers can buy on the platform they want.

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LiveRamp’s integration with Disney is the latest of a series of new integrations across social media, CTV, and soon Mar Tech, starting with email and SMS.

This collaboration between Disney and LiveRamp will facilitate better addressability and enhance digital advertising.

[To share your insights with us, please write to sghosh@martechseries.com].