As advanced TV, addressable TV and connected TV all evolve, confusion around best practices is bound to arise, particularly as advertisers navigate new methods of audience identification, targeting and measurement. During the Beet Retreat, a half-day Beet.TV event in New York hosted by Publicis Media, Joanna O\u2019Connell, principal analyst at Forrester Research, asked LiveRamp Video gm Allison Metcalfe to clear the air on some commonly held assumptions about TV and identity.<\/p>\n

Myth 1: Advanced TV is addressable TV \u2013 if you don\u2019t have a niche audience, it is not for you.<\/strong>
\nAccording to Metcalfe, this is false. \u201cThere\u2019s an application of advanced TV for every brand out there,\u201d she tells O\u2019Connell. It starts with how companies define advanced TV: LiveRamp defines it as using data and automation to buy, sell, optimize or measure TV investment. Addressable TV is one component of that, but it\u2019s not limited to addressable TV. New capabilities around data-driven linear TV have helped advertisers figure out how to address the right audiences in more traditional channels.<\/p>\n

Myth 2: CTV is not resolvable to identity.<\/strong>
\nConnected TV is resolvable, says Metcalfe, and it\u2019s an area where LiveRamp has been investing in the last two years. The company matches its network partners with connected TV IDs \u2013 essentially earmarking a household for audience targeting purposes \u2013 and is able to derive demographic data of consumers and the content they\u2019re watching.<\/p>\n

Myth 3: LiveRamp is only an identity graph.<\/strong>
\nThis used to be true, but not anymore, says Metcalfe. While the identity graph is still LiveRamp\u2019s core product, the company has evolved its offerings alongside the evolution of the industry. Today, it also offers a platform that matches the sell side to work with distribution clients directly, as well as a measurement platform and a platform for second-party data sharing and distribution.<\/p>\n

Myth 4: Unduplicated reach and frequency is not possible.<\/strong>
\nThis one\u2019s complicated.<\/p>\n

\u201cKinda true, kinda false,\u201d says Metcalfe. \u201cTechnically, unduplicated reach is entirely possible. It\u2019s more of an issue where the owners of the data are nervous and hesitant to give that type of information to the buy side.\u201d<\/p>\n

LiveRamp is working on a solution that involves building trust and collaboration between both sides of the fence that would encourage more data sharing, resulting in clearer reach measurement.<\/p>\n

This video was produced at the\u00a0Beet Retreat leadership event<\/a>\u00a0hosted Publicis Media in New York. The event and video series is sponsored by FreeWheel and LiveRamp. For more videos from the event, please visit this page<\/a>.\u00a0<\/em><\/p>\n

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