Market Overview

LiveRamp to Power People-based TV Campaigns for Adobe with IdentityLink


Partnership Enables Advertisers to Activate Data At Scale for TV
Advertising Using Adobe Advertising Cloud or Adobe Audience Manager

an Acxiom® company (NASDAQ:ACXM) and leading provider of
omnichannel identity resolution, today announced that Adobe
(NASDAQ:ADBE) is integrating LiveRamp's IdentityLink™ for TV solution
across Adobe Advertising Cloud and Adobe Audience Manager. This enables
advertisers to engage in addressable TV advertising using the same
first- or third-party audiences they already deploy through Adobe, while
unlocking household-level insight. The partnership enhances people-based
marketing and measurement capabilities for Adobe Advertising Cloud and
Audience Manager customers and complements Adobe's existing TV

According to Adobe Digital Insights' Advertising
, the majority (74 percent) of Americans believe the TV ads
they see aren't relevant to them. Despite progress to extend automation
and data-driven buying to TV, most TV buys are still executed manually
with targeting and measurement limited to age, gender, frequency and
reach. Adobe took steps to solve for these challenges with the
introduction of Adobe Advertising Cloud TV last year, and the new
partnership with LiveRamp expands those targeting capabilities; it's now
easier than ever for marketers to extend their digital campaigns into
the addressable TV ecosystem.

"Since announcing IdentityLink for TV in March, we have continued to
prioritize the transformation of the $224B television industry, helping
brands, agencies, programmers and technology platforms execute
people-based marketing at scale," said Allison Metcalfe, general manager
of TV at LiveRamp. "Our partnership with Adobe fortifies that approach,
and helps ensure consumers are tuning in – not tuning out – to
meaningful messages and experiences with brands they know and love."

Adobe Advertising Cloud provides buyers with unique access to inventory,
enabling advanced targeting and measurement for billions of ad
impressions monthly – from the full footprint of 100+ networks on linear
TV, to top broadcasters offering on-demand access to full TV episodes
and live sports. Adobe Audience Manager users can now easily use
first-party data – CRM files, customer lists, offline sales or loyalty
program data – or ethically sourced third-party data from the
IdentityLink Data Store to execute advanced TV targeting and
measurement. Once an audience is imported to LiveRamp from Adobe, it is
anonymized and matched to addressable TV subscribers and can be
activated at scale across addressable TV, national linear TV,
video-on-demand (VOD), over-the-top video (OTT) and connected TV.

"The TV landscape is at a watershed moment, created by the convergence
of digital and the cord-cutter or cord-never generation. To stay
relevant as the industry evolves, digital and TV must work together to
create seamlessly-executed omnichannel marketing," said Todd Gordon,
Director, Programmatic TV at Adobe. "We are excited to work with
LiveRamp to bring omnichannel people-based marketing to our customers,
so they can deliver personalized marketing experiences that inform and
inspire consumers."

To learn more about IdentityLink for TV and Adobe, please click here.

About LiveRamp

LiveRamp offers brands and the companies they work with identity
resolution that is integrated throughout the digital ecosystem, and
provides the foundation for omnichannel marketing. IdentityLink
transforms the technology platforms used by our clients into
people-based marketing channels that improve the relevancy of marketing,
and ultimately allow consumers to better connect with the brands and
products they love. LiveRamp is an Acxiom company (NASDAQ:ACXM),
delivering privacy-safe solutions to market and honoring the best
practices of leading associations including the Digital Advertising
Alliance's (DAA) ICON and App Choices programs. For more information,

About Adobe

Adobe is changing the world through digital experiences. For more
information, visit

© 2018 Adobe Systems Incorporated. All rights reserved. Adobe and the
Adobe logo are either registered trademarks or trademarks of Adobe
Systems Incorporated in the United States and/or other countries. All
other trademarks are the property of their respective owners.

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