DirecTV Advertising, a specialist in addressable advertising, has announced a partnership with LiveRamp, the data collaboration platform, to enable LiveRamp’s Authenticated Traffic Solution across DirecTV’s streaming platforms in the US. LiveRamp’s solution allows brand marketers to connect their first-party data with DirecTV’s deterministic user data, enabling deeper advertiser control for targeting and measurement across authenticated streaming inventory in a privacy-focused manner.

“At DirecTV, we’re laser-focused on driving forward scaled, holistic solutions that help brands identify and reach their intended audiences effectively,” said Matt Jamison, AVP, Head of Ad Sales Partnerships at DirecTV Advertising. “Our deal with LiveRamp ushers in a new era for identity standards and reinforces our shared commitment to empowering marketers with greater flexibility, optionality and transparency.”

LiveRamp’s Authenticated Traffic Solution is built on consumer relationships and enables connectivity and measurement without reliance on third-party cookies, increasing the value of DirecTV’s inventory. Using the Authenticated Traffic Solution, DirecTV Advertising will integrate interoperable identity solutions including The Trade Desk’s Unified ID 2.0, Yahoo’s ConnectID, Epsilon’s CORE ID, and Google’s Publisher Advertiser Identity Reconciliation (PAIR). Marketers can also leverage LiveRamp’s privacy-centric identifier, RampID, for seamless ecosystem connectivity, enabling better reach, activation, personalisation and measurement on DirecTV’s inventory.

“DirecTV’s sizable customer base and strong first-party data make it valuable for every advertiser, and LiveRamp’s solution helps to connect DirecTV’s advertisers with the individuals subscribing to its services,” added Travis Clinger, Chief Connectivity & Ecosystem Officer, LiveRamp. “Most importantly, LiveRamp helps DirecTV Advertising to enable media through a solution that is compliant with both the letter and spirit of applicable privacy laws and regulations.” 

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