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Overview of Advanced TV

Advanced TV is LiveRamp’s self-service tool for TV planning and activation. With Advanced TV, audiences can be built and distributed for addressable and OTT (“over the top”) TV advertising, with near-instant TV subscriber counts.

Note

In Advanced TV, an audience is a grouping of segments that are distributed together or are used for modeling (or other uses). In Connect, the term "audience" is used differently.

Caution

Distributions made in Advanced TV go to a platform (and, in limited cases, some OTT platforms). You cannot distribute audiences to additional digital destinations directly in Advanced TV. Those distributions are done via the LiveRamp Connect UI. Contact your LiveRamp representative for more information.

Advanced TV for MVPDs

MVPDs can perform the following tasks:

  • Build their own audiences for distribution to their platforms by dragging and dropping segments of their subscriber data, first-party advertiser data, and third-party Data Marketplace data

  • Give access to campaign planners (such as consortiums, agencies, or programmers) to build audiences from their universes and enable the use of any permissioned filter attributes for those universes

  • View the status of audiences built from their universes

  • View the permissions they’ve granted to partners, and edit, revoke, and re-activate those permissions

  • Control which of these audiences get distributed to their platform.

Advanced TV for Campaign Planners

Campaign planners can perform the following tasks:

  • Build audiences from the universes available to them

  • See aggregate counts for those audiences.

  • See unique household counts for audiences built using universes with a significant overlap (when those universes have been enabled for household counts)

  • Distribute audiences to platforms for activation (after approval by the MVPDs)

Advanced TV for Participants in Our OTT Closed Beta Program

As part of our OTT beta program, LiveRamp is now able to support the creation and maintenance of universes that are built from CTVs and mobile devices. This enables Programmers to create target audiences and match the universe of CTV devices in their owned and operated apps.

These matched devices are then sent to an ad serving platform -- for purposes of the beta, we have an integration with FreeWheel so you can send OTT audiences to them directly in Advanced TV.

Note

To see if you meet the criteria for this closed beta program, contact your LiveRamp account manager.

CTV IDs can be sent to LiveRamp either via pixel or batch files. Follow the instructions in “Enable CTV Targeting by Sending CTV Events via Pixel” or “Enable CTV Targeting by Sending CTV Event Files”, depending on your delivery method.

In addition, partners in our OTT closed beta program can perform the following tasks:

  • Build audiences from the universes of multiple MVPDs and OTT universes that have been shared with them

  • See aggregate counts and OTT devices for those audiences. See “View Audience Insights” for more information.

  • See unique household counts for audiences built using universes with a significant overlap (when those universes have been enabled for household counts)

  • Distribute audiences to platforms for activation (after approval by the MVPDs) and to FreeWheel (for activation of audiences containing OTT devices)

Advanced TV for All User Types

All users can perform the following tasks:

In this section: