Havas Media Group (HMG) North America announces today that it has partnered with LiveRamp to create the first-ever agency-level data collaboration solution on its Converged platform. Havas Media’s proprietary, global identity-based planning and buying platform aims to keep the audience and consumer behavior at the center of the media process and supports audience creation, data enrichment, insight generation, media activation, reporting, and measurement, while keeping in mind a cookieless future and an increased focus on data privacy.
The bespoke LiveRamp integration is specifically designed for HMG North America and its clients. Converged offers maximum interoperability and includes custom dashboards to conduct deep audience exploration. It also enables the creation of addressable audience segments based on first-, second-, and third-party data and helps in generating audience insights. Additionally, it can integrate disparate data sources from clients’ homegrown tech stacks into a single, easy-to-use system making that data available and accessible for media executions.
"Converged now allows us to create meaningful consumer experiences in one platform,” said Greg Walsh, CEO, Havas Media Group, North America. “Through our unique ‘partner and build’ approach, we’ve been able to assemble a market-leading data management solution, with our incredible partners at LiveRamp, that allows us to create a clean room for clients that can integrate all types of data in a safe, secure and compliant way. It’s ready for in-market use and can immediately begin to maximize our client’s business results.”
“Tailor-made for HMG, ‘Converged’ is made up of a globally consistent suite of connected tools that support our unique Mx system,” said Mike Bregman, chief data officer, Havas Media Group, North America. “With six modules that support everything from audience definition and insights to budget allocation, to planning and activation, as well as reporting, advanced measurement and data science – we're able to employ different tools at different times depending on our client’s specific needs. Now clients who may have been unable to overcome the barriers of entry for their own AMP have access to a cost-effective platform to better reach their business goals.”
LiveRamp’s partnership with Havas Media Group North America is the first announced partnership with a media agency, and signals the continuing momentum of its data collaboration offering, which now serves more than 75 customers across retail, grocery, CPG, consumer electronics and other verticals. Among the many benefits of data collaboration, Havas Media Group and its clients will be able to benefit from data connectivity and identity management in a neutral, secure and permissioned environment, including deeper insights and analytics, omnichannel activation, and better measurement.
“Some of the biggest challenges facing businesses today are planning for a cookieless world, as well as developing a strong first-party data strategy,” said Scott Howe, CEO, LiveRamp. “Havas Media Group is on the cutting edge of understanding their clients’ problems, and deploying data collaboration via the Converged platform to provide a comprehensive solution to alleviate them. Havas Media Group’s clients benefit in a number of ways, including safe and easy data collaboration regardless of the technical infrastructure.”
The platform is already in use with brand clients, including Papa John’s and Sanofi, among others. In addition to LiveRamp, HMG North America will be working with additional data providers to bring further depth and insights into Converged.