10 ViacomCBS' partnership with data connectivity platform LiveRamp gives advertisers a way to safely connect first-party data.
The network 10 ViacomCBS will be the first content producer and provider in Australia to offer LiveRamp’s Safe Haven, enabling robust data collaboration with insights, activation, measurement and attribution in a way that prioritises privacy and utility.
Advertisers will be able to make use of their own first-party data to reach customers across web, mobile and connected TV through 10 Play, ViacomCBS’ broadcast video on-demand (BVOD) digital platform.
LiveRamp’s Safe Haven has been beta tested with several clients, targeting October for general availability and wider market adoption.
Chief sales officer Rod Prosser at the 2022 Upfront: "Our partnership with LiveRamp, specifically Safe Haven, provides advertisers with a secure way to bring their own data sets to life. More targeted, more efficient, and more in tune with the needs of audiences for privacy, integrity and consent.
"As we move into a cookie-less future we have created a safe haven where you can bring your own first party data and match it up with ours without compromising your data.
"No costly technology investments or spending floors to access our suite of targeting, insights and measurement products. We’re now live and trading on Web, Mobile and Connected TV.
"This launch is another milestone in a data journey like no other. Quality, thoughtful investments that have allowed us to build a sophisticated data capability in the shortest time frame, but with the long game in mind."
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