Simulmedia Partners With LiveRamp for Easier TV-to-Digital Attribution
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Through a new partnership with linear TV ad platform Simulmedia and offline-to-digital data connector LiveRamp, advertisers can tie their TV advertising to online measurement more seamlessly.
Brands including Home Depot, Choice Hotels, Go Daddy and Zycam run TV campaigns with Simulmedia, which combines TV viewing behavior with transactional credit card data to target TV audiences on a household level and directly measure whether those ads led to actual purchases. Many of the company’s clients also have worked with Acxiom-owned LiveRamp to turn their offline CRM, loyalty and other proprietary data into information that can be used to target their audiences in digital media, and measure whether their TV spots prompted people to take actions online.
“Clients would like it to be faster and easier more automated,” said Simulmedia CEO Dave Morgan. “Most of them have a data relationship already with LiveRamp so they already have a lot of segments there.”
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