Programmer’s Guide to Connected TV Audience Recognition
With RampID, programmers with IP address-based TV viewer data can resolve that data (including Connected TV (CTV) IDs) to LiveRamp RampIDs, our universal identifier, and deliver those audiences to their ad serving platform.
Note
CTV data only! IP address data can only be used for matching CTV data. IP addresses cannot be included as identifiers for other matching types.
Leveraging IP address-based identity resolution, LiveRamp enables programmers to overlay third-party data onto their first-party Connected TV (CTV) viewer data. Programmers can use this information to recognize the makeup of their audiences, build custom audience segments, and distribute them to their ad serving platform for activation.
You get your IP address-based data into LiveRamp, either by means of a pixel call or by sending the data in files.
LiveRamp ingests the data, matches each record that overlaps with LiveRamp’s people-based graph to all applicable RampIDs, and makes that data available in the Advanced TV UI.
You build custom audiences in Advanced TV.
You distribute audiences to your OTT ad serving platform.
Note
For the current closed beta program, audiences with OTT device data can be distributed to FreeWheel.
LiveRamp delivers the audiences to the ad serving platform.
Detailed instructions for your tasks are listed below. The overall process to ingest and add those links typically takes 2-3 weeks from start to finish.
Recommendations
The more data you provide, the better. LiveRamp can look at up to six months' worth of data and multiple events per device at a time. To start syncing with LiveRamp, we recommend sending at least two months of the most recent data in order to produce accurate matches at scale. Once the initial delivery occurs, we recommend a daily or weekly file delivery with new data that you have recorded.
If you have a “truth set” of viewer data (SHA-1, MD5, and SHA-256 hashed email addresses tied to CTV device ID), LiveRamp can use it to improve the accuracy and reach of matching. Contact your LiveRamp account team to coordinate delivery.
LiveRamp highly recommends sending only IPv4 IP addresses. You can send IPv6 IP addresses but in most cases, we will not be able to match to those.
To enable CTV targeting, you can send CTV event data to LiveRamp either via pixel calls or by sending us data files via any of our allowed methods (see "Getting Your Data Into LiveRamp" for more information). Once your data has been ingested, you can then begin building custom audiences in Advanced TV.
Note
Once files have been uploaded, it typically takes 2-3 weeks to ingest the data before the files appear in Advanced TV.
Sending CTV Event Data Via Pixel Calls
To send CTV event data via pixel calls, follow the instructions in “Enable CTV Targeting by Sending CTV Events via Pixel”.
Sending CTV Event Data Via Files
To send CTV event data via files, follow the instructions in “Enable CTV Targeting by Sending CTV Event Files”.
Once your data has been ingested and appears in Advanced TV, you can begin building custom audiences. Follow the instructions in “Build an Audience”.
Once an audience has been built, you can distribute that audience to your OTT ad serving platform (this integration is set up by your LiveRamp representative). Follow the instructions in “Distribute an Audience”.
Note
For the current closed beta program, audiences with OTT device data can be distributed to FreeWheel.
Once LiveRamp has delivered data to the ad serving platform, it typically takes 1-3 days for the data to show up in the platform.