What you need to know:

• 10 ViacomCBS has signed a deal with data connectivity platform LiveRamp, which will see it integrate LiveRamp's clean room.
• It means advertisers can use their own first party data to target audiences on BVOD, CTV, the web and mobile.
• Early partners are being onboarded, with general availability expected from October 2021.

10 ViacomCBS has signed a data partnership deal with LiveRamp so advertisers can connect their first-party data with the broadcaster's for targeting, measurement and attribution.

Seven is also with LiveRamp. Nine is mulling its options.

Josh Slighting, 10 ViacomCBS’s head of data and digital audience, said the deal should enable even smaller advertisers to put their data to work by reducing wastage and closing the loop on results.

“This is not just about audience targeting and suppression. This is about unlocking greater insights and measurement for our clients, helping to deepen the understanding of our audience and how your investment is delivering a measurable result to your business,” said Slighting.

Some advertisers have started using the LiveRamp's 'Safe Haven' service in tests, with general availability via the broadcaster expected from October.