LiveRamp and Microsoft integrate clean rooms for enhanced CTV measurement

This partnership addresses the critical gap in CTV measurement caused by fragmentation and the deprecation of traditional identifiers. By merging LiveRamp’s identity resolution with Microsoft’s cloud infrastructure, advertisers gain a secure environment to prove ROI without compromising user privacy. For the broader ecosystem, this signals a shift toward server-side, confidential computing as the standard for high-stakes media measurement. Marketers should monitor whether this collaboration successfully bridges the gap between top-of-funnel CTV awareness and lower-funnel conversion data, particularly as Microsoft expands its footprint via its Netflix ad-tech partnership. Watch for the adoption rate among retail media networks seeking to close the loop on CTV spend.

The expansion of the LiveRamp and Microsoft partnership comes as Microsoft aggressively scales its streaming ad footprint. In June 2024, Microsoft Advertising began supporting video and connected TV ads in its Advertising Editor, enabling advertisers to manage campaigns reaching major platforms including Hulu, Max, and Disney+. Notably, Microsoft remains the primary ad-tech partner for Netflix’s ad-supported tier, which recently expanded inventory access to ten countries including the U.S., U.K., and Brazil, per Search Engine Land in June 2024. While Netflix announced plans in May 2024 to build its own in-house ad platform by late 2025, it currently relies on Microsoft for its programmatic infrastructure, making clean room integrations essential for current measurement workflows.

This move also aligns with the rapid convergence of retail media and CTV. According to eMarketer forecasting in March 2024, CTV ad spending in the U.S. is projected to grow nearly 19% this year to $28.75 billion, driven heavily by integrations with first-party retail data sets. Advertisers are increasingly looking for ways to link TV ad exposure directly to purchase behavior—a process known as closed-loop attribution. Per MediaPost in October 2024, Microsoft has also begun bundling gaming and CTV ad buys, noting that 85% of people use secondary devices like gaming consoles while watching television. By integrating LiveRamp’s clean room technology, Microsoft is positioning itself to capture a larger share of this performance-driven spend by providing the privacy-safe measurement required by large-scale retail and CPG brands.