10 ViacomCBS signs first-party data partnership with LiveRamp

Ten ViacomCBS has entered into a broadcast data collaboration with global data connectivity platform LiveRamp, which will connect advertisers first-party data for insights, activation, measurement, or attribution.

The partnership, which Ten ViacomCBS calls an Australian-first, will make the media company the first content producer to offer access to this data through LiveRamp’s Safe Haven, which it says prioritises privacy.

Ten ViacomCBS director of sales, Sophie Hicks Lloyd, said: “We are thrilled to have LiveRamp on board. The appetite from our clients for addressable, people-based targeting solutions has never been greater, and this is the perfect complement to our premium tech and data stack.”