Spotlight on LiveRamp TV
and LiveRamp B2B
Investor Webcast
October 9, 2018
© 2018 LiveRamp. All rights reserved.
Safe Harbor Statement
Some of the matters discussed in this presentation contain forward-looking statements
regarding the company’s future business prospects which are subject to certain risks and
uncertainties, including competitive pressures, adverse economic conditions and
governmental regulations.
These issues and other factors that may be identified from time to time in the Company’s
reports filed with the SEC could cause actual results to differ materially from those
indicated in the forward-looking statements.
The location of our website is www.LiveRamp.com. The information contained on, or that
can be accessed through, our website is not incorporated by reference into this
presentation, and you should not consider any information contained on, or that can be
accessed through, our website as part of this presentation.
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LiveRamp B2B
Grant Ries
CEO of LiveRamp B2B
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©2018 LiveRamp. All rights reserved.
The B• 2B digital ad market will grow 13% in 2018 to reach $4.6
billion1.
• B2B targeting is complicated; and a smaller market than B2C.
Fewer players in the B• 2B space.
The February • 2018 acquisition of Pacific Data Partners
provides clear entry into B2B space.
Strong leadership in place • – BlueKai DNA (e.g. first DMP for
marketers, first global data marketplace).
Partnerships with most important players in B• 2B space – from
IBM Watson on AI, to Dun & Bradstreet, to HPE, Cisco and Dell.
Facebook, GDPR, etc., has opened the door for •unprecedented growth and alignment with the world’s biggest
advertisers (i.e. digital data subscriptions) – and for LiveRamp.
LiveRamp B2B Summary
B2B
Source: eMarketer https://www.emarketer.com/content/b2b-ad-spending-to-grow-13-in-2018
A Growing, Critical and Underserved Market
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© 2018 LiveRamp. All rights reserved.
LiveRamp B2B Product Offerings
IdentityLink &
Data Store
Data
Subscriptions Global B2B
Audiences
B2B
Onboarding
& ID Graph
Campaign
Analytics
Custom
Audiences
Create Demand Core Services Create Demand
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© 2018 LiveRamp. All rights reserved.
LiveRamp B2B: Data Types
PROFESSIONAL
• Role
• Functional Area
• Seniority
• Individual
Contact Info
• Account Based
Marketing (ABM)
FIRMOGRAPHIC
Company •
Description
Industry•
Number of •
Employees
Revenue•
Business •
Contact info
TECHNOGRAPHIC
Technology •
Profile
(Hardware +
Software)
• B2B Intent
Tech Adoption•
Propensity •
Scores
CONSUMER
• Demographics
• Financial
Attributes
• Interest
• Past Purchase
• Declared
Geographic
Identifiable by cookie, MAID, email, phone, residential & commercial address, company name, domain and
IP address.
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© 2018 LiveRamp. All rights reserved.
B2B 1st Party Data OnboardingWhat is Data Onboarding?
• Activation of first party CRM data and contact lists to effectively reach B2B audiences where a relationship
already exists, or where you’re looking to build a relationship and start a conversation.
• These audiences can be used to move people and organizations through the consumer journey, as well as
for audience suppression, lookalike creation, measurement, and analytics.
550+ DESTINATIONS
OFFLINE ONLINE
IDL123
Match
Network
LiveRamp’s Match Network leverages partnerships
with websites and mobile apps to deterministically
match IdentityLinks to online identifiers
CRM Data
Transaction
Data
3rd Party
Data
Measurement Affiliates
Search Display
Social Programmatic
Mobile Video
Advanced TV
OFFLINE ONLINE ONLINE
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© 2018 LiveRamp. All rights reserved.
Next Generation Products: LiveRamp & IBM
Predictive Audiences • uses deep learning with neural networks to
analyze relevant data and score users based on the probability of their
taking a particular action (purchase, conversion, video view).
Predictive Audiences ultimately helps • drive performance by de-risking
your decisions on whom to target, making it easier to find the creme of
the crop while reducing waste. Currently available in the U.S. only.
+
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LiveRamp TV
Allison Metcalfe
GM of LiveRamp TV
Slide 9 of 25
©2018 LiveRamp. All rights reserved.
• TV is the largest media market and is going through
massive change for the first time in 70 years.
• We are the only company that can solve every
business problem presented by these changes for
both the Buy and Sell Side.
• In this tightly controlled market, we have deep and
unique relationships with every major player that
matters, as well as direct access to the world’s biggest
TV media buyers.
Advanced TV Vision & Strategy
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© 2018 LiveRamp. All rights reserved.
Device Fragmentation Format FragmentationAudience Fragmentation
Source: Luma Partners, The Future of (Digital) TV
TV Viewing Behavior is ChangingFragmentation of Content, Devices and Formats
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© 2018 LiveRamp. All rights reserved.
Addressable TV
in 2019
Over-The-Top (OTT)
Addressable Spend
by 2020
Increase in TV
Ad Spend for
Booking Holdings
Company
Broadcast TV
Ad Spend for
LiveRamp’s Top
100 Target Clients
$3B $8B +55% $20B
Advanced TV Market Opportunity
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© 2018 LiveRamp. All rights reserved.
LiveRamp Advanced TV Ecosystem Partners
LiveRamp Powers Future of Advanced TVBridging the Gap Between TV and Digital Targeting and Measurement
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Addressable TV Progress
• 100% YoY increase in campaign volume during June 2018 quarter.
• Most mature Advanced TV segment.
• LiveRamp one of only two companies with 100% current available integrations.
• Emerging Sell Side rep firms will streamline sales and increase media spend.
• Unique data outside basic demo being embraced.
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©2018 LiveRamp. All rights reserved.©2018 LiveRamp. All rights reserved.
Data-Driven Linear TV Progress
• Agreements now complete with every major network.
• Adoption just starting with large public launch of OpenAP set for fall.
• Programmers become People Based Platforms.
• LiveRamp powered data lakes to control & power DDL.
• Consortiums forming to simplify DDL sales and to maximize segment reach.
Advertiser
CRM File
for
Targeting
Safe Haven
LiveRamp
IdentityLink
Abilitec
Anonymized
Ad Sales Research
Media Ranker
Slide 15 of 25
DDL
©2018 LiveRamp. All rights reserved.
Connected TV Progress
• Significant progress adding TV IDs into ID Graph. Full launch by holiday 2018.
• Three of top five programmers committed to adopting TV graph for CTV/OTT targeting and measurement.
• LiveRamp recognized as THE enabler to drive people-based CTV.
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© 2018 LiveRamp. All rights reserved.
• Reach audience on ANY screen where they are consuming premium
content.
• DDL, CTV, Addressable not “and or” strategies.
• Business outcome-based measurement.
• Access to unique data sets to target beyond age/gender.
Holy Grail for Brands
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© 2018 LiveRamp. All rights reserved.
Health / Pharma
Auto
Demographic
B2B
Location
Behavioral
Wealth
Transaction
Data Store is a Key DifferentiatorBuild audiences, optimize and measure with trusted 3P data providers
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© 2018 LiveRamp. All rights reserved.
Automate Easy Button TV IDs in the GraphActivate Buy Side
Three Key Strategies
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Appendix
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B2B: Custom Audiences & 3rd Party Data
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© 2018 LiveRamp. All rights reserved.
Account Based Marketing
Account Based Marketing
Target people working at a
custom list of accounts
• Target people working at Workday’s
list of desired clients.
• Create ABM segments based on
industry classifications: SIC or
NAICs codes.
• Target based on company size,
sales volume, industry, seniority, job
titles, etc.
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© 2018 LiveRamp. All rights reserved.
Account Based MarketingAudience Expansion
Contacts in your CRM
working at Key Account
Create a larger targetable list
at your key Accounts
Key
Account
Join with additional professionals at
Key Account using 3P Data
Key
Account
OFFLINE
ONLINE
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© 2018 LiveRamp. All rights reserved.
Professional Targeting
Target Custom Audiences
based on occupation, title,
role, seniority & more
• People with the job title: “HR
Director” or “IT Director” or “Benefits
Manager.”
• People working in ”HR” who are
Senior Director and above.
• People who have roles that could
influence technology decisions.
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© 2018 LiveRamp. All rights reserved.
Technographic Targeting
• People working at companies that
are leveraging competing
technologies.
• Target decision makers at
companies with high expenses.
Technographic Targeting
Target people working at
companies which a specific
technographic description.
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