LiveRamps Joiner On How Google PAIR Is Coming To TV Beet.TV [Video]

SAN JUAN, PR — Once upon a time, TV was a top-of-funnel, brand-building medium with little idea of a show’s audience beyond basic demographics. Nowadays, that is changing a lot.

In this video interview with Beet.TV, Zach Joiner, Strategic TV Publishers BD Manager, LiveRamp, says: “Identity is critical to TV, especially from a planning perspective.”

Joiner says new identity techniques including a Google hook-up are paying dividends.

Joiner is buoyant about the prospects of further innovation in the identity space, especially for programmatic advertising. He describes LiveRamp’s recent partnership with Google and the DV 360 (DSP) team to enable Google PAIR (Publisher Advertiser Identity Reconciliation), expressing excitement for the continued adoption of this and other interoperable IDs, not just for the open web but also in CTV.

The integration of Google PAIR is a significant step, as Joiner expresses his enthusiasm: “One of the things I’m really excited about is …