SAN JUAN, PR — Advertisers should embrace the new opportunity to use their own audience data to buy targeted ads not just on digital platforms but on TV.<\/p>\n
That is according to a tech exec who says “addressable” technology is coming on stream faster than ever.<\/p>\n
In this video interview with Beet.TV, Jay Prasad,\u00a0chief strategy officer<\/a> at LiveRamp\u2019s TV division, says: “If a brand is used to using different audience segments already on their digital buys, then why not look at what that reach looks like on your linear (TV) buy?<\/p>\n “(They can) extend it seamlessly using that same segment or that same audience onto new platforms like CTV and streaming apps.<\/p>\n “That’s something that I think is going to be a continuing story this year, which is ‘What is your total reach against audiences?’, ‘What is your incremental reach?’, ‘What is your duplicated reach?’ And furthermore, this year we’re going to have a much more concentrated effort on making big streaming platforms addressable, just like an MVPD.”<\/p>\n Prasad is the former TubeMogul and VideoAmp executive with a long history in online video business.<\/p>\n LiveRamp is an ad-tech is an audience identity resolution provider, aiming to help ad buyers knit together fragments of consumers\u2019 disparate digital breadcrumb trails.<\/p>\n It offers Identity Link \u2013 a cross-channel customer identity graph of advertiser, third-party and TV viewership data.<\/p>\n