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Unlocking Audiences at Scale in CTV for the 2022 Upfronts

  • LiveRamp
  • 3 min read

With the 2022 Upfront season right around the corner, the industry is abuzz with what lies ahead for the future of CTV. One trend is clearly emerging—fluidity. In today’s more fluid market, both buyers and sellers are seeing more scale in new formats in relation to content and context, but must maintain brand safety.

This is just one reason that LiveRamp is working with IRIS.TV and SpringServe, along with programmers Univision and Plex. Together, LiveRamp, IRIS.TV, and SpringServe are now on the forefront of enabling end-to-end audience campaign planning and activation to increase addressability and maximize performance for advertisers, media owners, and distributors. 

“We’re excited to be partnering with LiveRamp to unlock video-level contextual data to create the industry’s first holistic planning tool that incorporates both audience and contextual video data across CTV and online video formats,” said Richie Hyden, COO and Co-Founder, IRIS.TV. “More signal means more value. By providing greater video data connectivity, we’re making video-level data accessible, actionable, and useful for the entire advertising ecosystem. We couldn’t be more excited to be collaborating with LiveRamp, SpringServe, Univision, and Plex to bring these capabilities to life.”

Joe Hirsch, CEO of SpringServe agrees. “Our collaboration with LiveRamp and IRIS.TV enhances and maximizes addressability for streaming publishers and distributors. As they head into the Upfronts, they can now leverage the full value of their audiences alongside contextual data, such as rating and genre, as well as adbreak-level insights to inform predictability in their planning process, all while doing so with 100% control over their data and choosing which advertisers they want to work with.”

What else can the industry expect going into the 2022 Upfront season, and what will both buyers and sellers need in this fluid ecosystem? At this year’s Beet Retreat, LiveRamp TV’s Chief Strategy Officer, Jay Prasad, gave his take:


Source: Beet.TV 

“Partnering with LiveRamp has enabled Univision to accelerate our transformation of its adtech capabilities and deliver sophisticated targeted solutions for marketers to reach the diverse Hispanic audience,” said Univision’s Brian Lin, SVP Product Management and Advanced Advertising Solutions. “We welcome the addition of IRIS.TV and SpringServe working alongside LiveRamp to bring to market a first-of-its-kind ability to overlay rich contextual data on top of our audiences to unlock even more addressability for Univision. This will enhance our advertisers’ ability to connect with our audiences with the right message across our content footprint, while ensuring brand suitability.”

Plex’s CRO, Harold Morgenstern, added, “LiveRamp, SpringServe, and IRIS.TV have been instrumental in bolstering Plex’s addressable targeting, data, and planning solutions. With these new capabilities, we are able to leverage audience and contextual data with ad-break level insights in our planning, enabling us to deliver better addressability and brand suitability across our diverse viewership footprint for our advertiser partners.”

Looking for strategies to help you win this year at the Upfronts? Download our playbook that includes the top three Upfront strategies for maximum ROI, and our checklist for TV advertising success in 2022 and beyond.