Performance Unlocked: AdOmni and LiveRamp Bring New Targeting and Attribution to CTV, OLV, and DOOH

On April 24, 2025, AdOmni, an AI-driven video advertising platform, and LiveRamp, a leader in data collaboration, announced a strategic alliance aimed at enhancing measurement and performance in Connected TV (CTV), Online Video (OLV), and Digital Out-of-Home (DOOH) advertising. Marketers have historically faced challenges in quantifying the ROI of these high-reach channels, often treating them in isolation from performance-driven strategies. This partnership seeks to bridge that gap.

Utilizing LiveRamp's Clean Room for first-party data connectivity, AdOmni is set to enable marketers to gain cross-media insights, thereby allowing them to plan, activate, and optimize their campaigns with the same level of accuracy typically reserved for search and social advertising. According to AdOmni’s CEO, Jonathan Gudai, this collaboration provides the accountability that marketers have longed for, transforming perception by aligning marketing exposure directly with business outcomes.

The integration allows for unified and deduplicated reporting, delivering real-time insights into reach, frequency, and conversions across various screens. This operational transparency empowers advertisers to analyze consumer interactions from exposure to a DOOH billboard to mobile engagement, thus enhancing their media mix and creative decision-making based on measurable data rather than conjecture.

Christine Grammier, VP of Global Insights Products at LiveRamp, emphasized how this partnership represents a foundational improvement to measurement in fast-growing media channels. Brand partners like The Hershey Company have already recognized the potential of this innovation to provide clearer visibility into campaign performance across multiple platforms.

Through this collaboration, AdOmni aims to redefine the metrics associated with video and out-of-home media, transitioning them from mere impression-based channels to robust avenues for achieving measurable business impact. For more information or to schedule a demo, visit AdOmni's website.

The strategic partnership between AdOmni and LiveRamp marks a significant shift in how marketers can approach Connected TV (CTV), Online Video (OLV), and Digital Out-of-Home (DOOH) advertising. The integration of AdOmni’s Smart Video Everywhere platform with LiveRamp’s Clean Room technology allows for cohesive campaign measurement and optimization, addressing a historical gap in cross-media performance analytics.

Given that advertisers have often viewed these channels primarily as awareness drivers, this partnership facilitates a drastic pivot by enabling data-driven accountability. The ability to connect exposure to outcomes means that an advertiser can now comprehensively track a consumer's journey, from viewing a DOOH advertisement to their engagement with a brand on a mobile device or through CTV. The emphasis on using first-party data responsibly will not only enhance targeting precision but will also mitigate privacy concerns, aligning with increasing regulatory scrutiny.

For investors and market participants, this collaboration represents an attractive opportunity in the media tech landscape. The enhanced measurement capabilities poised to emerge could lead to increased ad spend in these mediums as marketers gain confidence in their ability to drive measurable results. With major corporations like The Hershey Company already exploring these advancements, there is likely to be a ripple effect encouraging more brands to invest in omnichannel strategies.

Moreover, as advertisers shift towards metrics that more accurately reflect return on investment (ROI), stocks of companies that effectively leverage these partnership benefits, such as AdOmni and LiveRamp, could experience upward pressure. The integration of advanced analytics with existing channels opens up avenues for businesses to optimize budgets across platforms, turning advertising into a more accountable and performance-oriented endeavor.

In conclusion, stakeholders should monitor developments from this partnership closely, as it may significantly impact ad spending and strategy in the rapidly evolving digital advertising landscape.