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NBCUniversal, LiveRamp, and Google’s Display & Video 360 partner to enable PAIR across CTV – powering better performance for marketers on the big screen

  • - Travis Clinger
  • 2 min read

As the digital advertising ecosystem embraces new privacy practices, NBCUniversal wants to enable more effective marketing for its advertisers, as well as power engaging and personalized interactions for customers. Working with LiveRamp, NBCUniversal is implementing Google Display & Video 360 Publisher Advertiser Identity Reconciliation (PAIR), a solution that enables NBCUniversal to securely and privately reconcile their first-party data with marketers’ data, and personalize the customer journey more effectively. NBCUniversal will be one of the first major CTV providers live on PAIR later this quarter.

PAIR enables marketers to use LiveRamp’s enhanced clean room functionality to target customers with relevant ads on NBCUniversal properties – across mobile in-app and CTV – without using third-party signals. In a previous study, a marketer has already reported early returns of a 4x increase in conversion rate working with Google Display & Video 360’s PAIR protocol with LiveRamp, indicating PAIR delivered better performance, without leveraging signals like IP addresses, mobile identifiers, or third-party cookies.

“Helping our advertisers mitigate signal loss in their approaches is critical, but what makes this a transformative proposition is with Google and LiveRamp, we’re able to help marketers drive better results today,” said Ryan McConville, EVP, Ad Platforms & Operations, NBCUniversal. “There’s no need to compromise between privacy and performance. In addition to improving performance, we’re excited to help our advertisers leverage this privacy-minded solution as the ecosystem continues to build towards one that is better for consumers.”

Building on NBCUniversal’s deep relationships with LiveRamp and Google, NBCUniversal leverages the Authenticated Traffic Solution’s add-on PAIR module to collect user email addresses in an authenticated value exchange. LiveRamp’s data collaboration leverages the Google PAIR protocol to securely connect to the marketers’ data and ensuring that NBCUniversal and the marketer never see each other’s data. Through this, NBCUniversal is able to seamlessly activate advertiser demand via PAIR, enabling scale and flexibility for both sides.

LiveRamp is working with Display & Video 360, as well as publishers and advertisers from across the world, on the rollout of PAIR. PAIR’s synergies with LiveRamp’s authenticated, premier global ecosystem make it a critical part of the solutions publishers and advertisers will need for transitioning to a sustainable future, an ecosystem that respects privacy and puts consumers in control of their data.

PAIR is available to all of LiveRamp’s publisher partners, and can be easily activated by all of LiveRamp’s marketers. To learn more, contact [email protected].