Giant Media, a leader in outstream video and native advertising solutions, will team up with LiveRamp to integrate third-party data distributed via LiveRamp into Giant’s advanced targeting platform.
LiveRamp is an Acxiom company and leading provider of omnichannel identity resolution.
The goal of the partnership is to allow Giant Media to improve its ability to successfully reach the right audiences across mobile, desktop, and tablets.
“We have been extremely impressed with the depth and breadth of the demographic, geo location and device audience targeting data LiveRamp has been able to activate through our targeting platform for our outstream video and native advertising campaigns,” said Jeremy Stewart, head of product management for Giant Media. “Our advertisers will benefit from being able to reach a more precise audience with their message, and the campaign success metrics we are seeing bear that out.”
LiveRamp specializes in connecting campaign exposure data, offline purchase data, and third-party data at the consumer level to create an omnichannel view of the customer.
“Layering third-party data on top of Giant Media’s first-party data allows advertisers to better understand and target customer journeys that span multiple channels and devices over time,” the company says.
Giant Media integrates proprietary ad units across its premium publisher network to serve outstream video advertisements from Fortune 1000 brands.
“Many companies find it difficult to target their customers and prospects with relevant messages across channels and devices,” said Jeff Smith, chief marketing officer for LiveRamp. “With LiveRamp, Giant Media clients can more easily use third-party data to augment their understanding of consumers, and execute omnichannel marketing campaigns that produce superior results.”