LiveRamp is expanding in a different direction by adding an enhanced TV platform.  It will use LiveRamp’s individual identifier, RampID, to connect data about advertising audiences and results across linear TV, streaming TV, and digital video.  Partners include Innovid, E.W. Scripps Company, Publica, Philo, Plex, Univision and Dish.

Another long-term trend that may be overstated is consumers’ desire to do business with companies that share their values.  Pan Communications puts it in perspective: 72% of consumers said they’d choose a company with a great product or service over a company that stands for a specific mission.  If you’re surprised by that, you have a great future in some field that’s not marketing.

GrowthLoop will use TransUnion identity data to improve U.S. consumer match rates on client files sent to advertising media such as Facebook and Google Ads.  The data should also help clients to find matches among records within their files, building more accurate customer profiles.  GrowthLoop calls itself a “composable CDP”, meaning it works with data assembled in external data warehouses.