Cross Screen Media Powers Next-Generation CTV Activation With Expanded Reach and Unified Measurement

The Challenge

Cross Screen Media is a leading CTV activation managed service for political and public affairs agencies. Its proprietary technology platform enables advertisers to plan and measure advertising across Connected TV and audience-driven linear TV at the local level. By seamlessly fitting into existing workflows to help agencies scale, differentiate, and deliver high-impact campaigns for their clients, Cross Screen Media is unlocking superior CTV activation, underpinned by precise audience targeting data, for its agency partners.

However, silos across buying platforms have created a major barrier, preventing advertisers from effectively unifying campaign performance data for better results. To overcome this challenge, Cross Screen Media needed a solution that could seamlessly and accurately:

• Optimize for speed in a complex, multi-partner ecosystem
• Collaborate across vast data sources, including over 2 billion offline records, 3 billion video impressions, and 30 billion ad exposures per year from TV data providers
• Activate audiences and measure outcomes across media partners

Additionally, measuring verified deduplicated reach across demand side platforms (DSPs) was a significant hurdle. The team needed a unified, trustworthy data foundation to make consistent identity, interoperability, and reliable campaign reporting a reality. 

The Solution

To break down data silos and unify audience insights, Cross Screen Media partnered with LiveRamp to establish an interoperable data foundation using LiveRamp’s Native Application on the Snowflake Media Data Cloud. This solution leverages LiveRamp’s strong data governance  and enterprise identity to enable secure data collaboration and analysis, creating a complete customer view for advertisers.

The core components of Cross Screen Media’s collaborative platform include:

• LiveRamp’s Identity Resolution and Transcoding App Powered by Snowflake: This app allows Cross Screen Media to resolve identities and prepare data for collaboration directly within Snowflake, ensuring agencies can leverage market-leading audiences compatible with customer data governance requirements.
• RampID Integration: RampID is the most durable and interoperable identifier for connecting the ecosystem. It accurately links and translates any authenticated identifier or combination of identifiers while supporting  each party’s privacy program requirements.
• LiveRamp Activation, Powered by Snowflake: This solution dramatically accelerates time-to-value by enabling Cross Screen Media to reach addressable audiences at scale across over 500+ destinations directly from their Snowflake environment.
• LiveRamp’s Snowflake Native App: This app enables secure, in-place data collaboration. Cross Screen Media’s customers maintain control over their data directly within Snowflake while establishing a robust identity foundation, minimizing data movement, and maximizing security.
• Snowflake AI Data Cloud for Media: By accessing LiveRamp’s identity and collaboration solutions in Snowflake, Cross Screen Media can effectively measure audience reach and frequency across partners.
• Snowflake’s Unmatched Scalability: Empowers Cross Screen Media to seamlessly ingest and process massive volumes of programmatic log-level data – including billions of impressions and ad exposures – a capability that many platforms cannot support. This enables the agency to unify and analyze cross-platform performance data at speed, delivering deduplicated, responsible insights across the CTV ecosystem.

As a result, Cross Screen Media’s unified data collaboration foundation significantly enhances audience records, delivering more effective measurement, modeling, and activation across advertisers’ core audiences.

The Results

Through this strategic partnership, LiveRamp and Snowflake empower Cross Screen Media to provide its agency partners with a suite of advanced campaign capabilities rooted in trustworthy collaboration:

• Seamless Data Collaboration: Provides agencies the ability to securely connect and analyze insights with partners across the advertising ecosystem, including DSPs and publishers, without data leaving its secure environment.
• Unified Measurement: By collaborating with multiple partners for better campaign measurement, using RampID as the consistent identifier, agencies gain a true understanding of performance and incrementality across channels.
• Expanded Reach and Accuracy: Data collaboration enriches audience profiles with new media data signals, providing reach and targeting accuracy beyond what a single platform can offer.
• Accelerated Workflows and ROI: Unlocking on-demand, secure identity resolution means significantly reduced audience processing times and faster activation.

By unifying measurement across its partners using LiveRamp’s RampID, accessed via LiveRamp’s Native App in Snowflake, Cross Screen Media’s data science team uncovered these results in a recent campaign:

• 62% of the audience was reached on CTV, verified through collaborative measurement with LiveRamp.
• No single network reached more than 40% of the audience, proving the necessity of a multi-partner, collaborative activation strategy.
• Through collaboration with individual Media Technology Platforms (Yahoo DSP, Magnite, and Pubmatic) we successfully identified and delivered significant incremental reach across each individual platform
• About half the audience reached only saw the ad from one DSP, proving that a single-platform approach drastically diminishes overall reach.

These findings underscore that Cross Screen Media’s measurement and data collaboration solution, powered by LiveRamp, is essential for accurately measuring true reach across partners and optimizing campaigns to reach more audiences and control frequency.

The partnership between Cross Screen Media, LiveRamp, and Snowflake provides a robust, flexible, and responsible solution for local agencies navigating the complexities of modern advertising. By integrating LiveRamp’s trusted identity solutions within Snowflake, Cross Screen Media and its clients are innovating through expanded partnerships. This collaboration doesn’t just address today’s challenges – it strategically positions Cross Screen Media for long-term success with LiveRamp’s powerful foundation for effective and responsible data collaboration.