Cross Screen Media, a CTV activation managed service provider, joins forces with LiveRamp, a leading data collaboration platform, to revolutionize targeting and measurement capabilities, preparing for the cookieless future.

1. Enhanced Targeting and Measurement:

   - Strategic Partnership: Cross Screen Media integrates LiveRamp's identity resolution and transcoding app, Powered by Snowflake, ensuring market-leading audience utilization amidst evolving privacy measures.

   - Snowflake Native App: Marketers gain control over customer data in Snowflake, augmenting identity capabilities for various use cases and downstream applications.

2. Privacy-Centric Solutions:

   - Incorporating RampID: Cross Screen Media adopts LiveRamp's privacy-centric identifier for planning, activation, and measurement, facilitating audience-based strategies across channels.

   - People-Based Identity: RampID enables connection and activation of data, empowering marketers with authenticated audience reach at scale.

3. Future-Proofing Advertising Strategies:

   - CEO's Perspective: Michael Beach emphasizes the partnership's significance in ensuring addressable audience reach and effective measurement.

   - Product Innovation: LiveRamp's VP of Product, Erin Boelkens, highlights the native integration of marketing capabilities in Snowflake, minimizing data movement and navigating signal loss.

The collaboration between Cross Screen Media and LiveRamp marks a pivotal moment in advertising, fostering audience activation and measurement while prioritizing privacy compliance. As marketers navigate the evolving landscape, this partnership promises to deliver impactful outcomes across linear and digital channels.