10 ViacomCBS teams up with LiveRamp for fresh advertiser data collaborations

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.

Advertisers will be able to bring their own first-party data to the party to execute campaigns across Web mobile and connected TV through the company’s broadcast video on-demand platform, 10 Play. In addition, 10 ViacomCBS is integrating with LiveRamp’s Authenticated Traffic Solution in order to authenticate its people-based data without the need for third-party cookies or device identifiers.  

The partnership comprises three parts: Data collaboration so advertisers can better understand their audiences through custom insights and look-a-like modelling; campaign activation on premium 10 ViacomCBS inventory directly through LiveRamp; and advertiser access to authenticated inventory across 10 Play through direct, private marketplace and open exchange buys.

10 ViacomCBS director of digital sales, Sophie Hicks Lloyd, said client appetite for addressable, people-based targeting solutions has never been greater.

“This is the perfect complement to our premium tech and data stack,” she said. “The list of clients and agencies wanting to see us partner with LiveRamp is growing every day. Better still, the desire for clients to use their own data to inform media buying and measurement has never been stronger.”  

Stage one trials are now underway with several clients, with general availability expected in October 2021.

10 ViacomCBS head of data and digital audience, Josh Slighting, said it’s not just about audience targeting and suppression, but unlocking an array of insights to help advertisers improve and measure investment.

“Data collaboration is often restricted by the tools you use, and that typically is attached to incremental, unplanned cost,” he continued. “We don’t believe these barriers should exist for clients, nor do we feel accessing this type of capability should be restricted to the enterprise end of town with complex tech stacks.”

At the same time, it’s vital to ensure security and privacy in any data plan, Slighting said, adding this was a key reason for choosing the LiveRamp solution.

Like all of its broadcast media peers, 10 ViacomCBS is striving to ramp up customer data and insights capabilities in various ways. For example, the company struck a deal with the Unpacked by flybuys data offering last October, again aimed at improving audience insights for advertisers.  

As part of efforts to move away from cookies and improve premium advertising, the media company has also invested into data products from RedPlanet, Quantium and Smartr (formerly Greater Data). 10 ViacomCBS is also using Tealium at its customer data platform.

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