SAN JUAN, Puerto Rico\u2014Craig Berkley sums up LiveRamp\u2019s role in reducing friction in television and video advertising targeting in one word: identity. \u201cIt\u2019s clear that we all have various pain points that we can address or work on. Our mission and role in this whole ecosystem is to provide automated deterministic identity at scale,\u201d says the Head of Revenue, TV.<\/p>\n
LiveRamp<\/a> helps tie marketing data back to real people by resolving identity across first-, second-, or third-party digital and offline data silos, Berkley explains in this interview at the recent Beet Retreat 2018. Its identity services in the addressable TV space helps to surface subscribers who are in a target segment.<\/p>\n \u201cWe can also provide deterministic identity services for attribution or measurement, reporting. That enables an exposure file to be matched with an attribution data source for the purposes of attribution measurement,\u201d Berkley says.<\/p>\n In addition to using first-party, transactional CRM data, LiveRamp\u2019s data store has some 150 different syndicated data sources. Advertisers can \u201ccomingle those two for the purposes of creating a better segment that includes both data sets.\u201d<\/p>\n