Allen Media Group Streaming Apps Using LiveRamp for Addressable Ads

The Weather Channel
(Image credit: The Weather Channel)

Allen Media Group said it is working with LiveRamp to make advertising inventory on The Weather Channel TV Streaming App and Local Now addressable.

LiveRamp’s Authenticated Traffic Solution provides authenticated first-party connectivity to enable data-driven, programmatic targeting on people-based inventory. Marketer can reach addressable audiences in a privacy-safe manner. 

Working with LiveRamp also enables better measurement of impressions.

“Allen Media Group is ahead of the curve in understanding the importance consumers are placing on their privacy, and the shifting landscape of regulations and market trends that require our ecosystem to build stronger, more trustworthy relationships with consumers,” said Scott Howe, CEO, LiveRamp. “Allen Media Group’s implementation of ATS is a sustainable solution for all aspects of privacy, while creating value for marketers looking to reach these addressable audiences.”

Allen Media Group launched the Weather Channel TV streaming app last year. Pay TV subscribers can authenticate to view Weather Channel programming and non-subscribers can bu direct-to-consumer subscription packages.

“The industry is at a crossroads when it comes to privacy, and we’re looking ahead so we can meet today’s demands for privacy, but also anticipate where the market is going moving forward,” Byron Allen, founder, chairman and CEO of Allen Media Group, said. “Amidst industry and macroeconomic pressures, Allen Media Group’s deployment of ATS provides a critical solution to make every impression addressable and measurable for marketers, while also maintaining industry-best standards for consumer privacy.” ■

Jon Lafayette

Jon has been business editor of Broadcasting+Cable since 2010. He focuses on revenue-generating activities, including advertising and distribution, as well as executive intrigue and merger and acquisition activity. Just about any story is fair game, if a dollar sign can make its way into the article. Before B+C, Jon covered the industry for TVWeek, Cable World, Electronic Media, Advertising Age and The New York Post. A native New Yorker, Jon is hiding in plain sight in the suburbs of Chicago.

Latest in Currency
Dish and DirecTV satellite dishes
DirecTV Acquires Dish, Unifying Struggling Satellite Business
Adam Symson speaks to KNXV Phoenix GM/VP Anita Hecht.
E.W. Scripps Folding Scripps News, Eliminating 200 Jobs; Stock Jumps 15%
Person watching YouTube on a TV set
IAS Expands Media Quality Product to Identify Misinformation on YouTube
Inscape Locality
Inscape Working With Locality to Provide Viewing Data Across National and Local Linear TV and Streaming
Iowa vs Louisville
Horizon Sports & Experiences Signs Shark Beauty as Title Sponsor of College Basketball Women’s Champions Classic
Agatha All Along
‘Agatha All Along’ Levitates to Top of TVision Power Score Rankings
Latest in News
Dish and DirecTV satellite dishes
DirecTV Acquires Dish, Unifying Struggling Satellite Business
B+C Hall of Fame class of 2024
Freeze Frame: B+C Hall of Fame 2024
DirecTV and Dish
Next Text: As DirecTV and Dish Try to Seize the Remains of the Day, Does It Even Matter?
Adam Symson speaks to KNXV Phoenix GM/VP Anita Hecht.
E.W. Scripps Folding Scripps News, Eliminating 200 Jobs; Stock Jumps 15%
Sabrina Ionescu #20 of the New York Liberty handles the ball during the game against the Las Vegas Aces on September 8, 2024
WNBA Playoffs Continue: What’s On This Weekend in TV Sports (Sept. 28-29)
Fubo Multiview
Fubo Launches 'Multiview' Beta on Roku