Canela Media Partners with LiveRamp

Canela Media has partnered with LiveRamp to make it easier for advertisers to reach U.S. Hispanic audiences via OTT.

Advertisers using LiveRamp’s platform can now use LiveRamp’s interoperable, durable identifier RampID to connect to Canela’s inventory, as well as any other destinations where their customers are spending time, on CTV and beyond.

Additionally, the partnership enables advertisers to directly access CS segments in the LiveRamp Data Marketplace. This includes more than 1,000 audience segments reaching over 30 million Hispanics, all derived from Canela’s deterministic dataset and enriched through LiveRamp’s data collaboration network. Advertisers can discover and activate segments spanning demographics, cultural affinity, genre preferences, device type, lifestyle attributes, income, sports, automotive behavior, key consumer categories, incremental audiences and more.

“This partnership marks an important step forward in how we help brands reach and engage their audiences,” said Mike Bardaro, VP of commercial data products at Canela Media. “Joining the LiveRamp data collaboration network expands access to culturally resonant audience segments and gives advertisers more flexible, scalable ways to connect with the consumers who matter most.”

“CTV continues to be a key platform for performant advertising, and our partnership with Canela makes it easier than ever to reach multicultural audiences,” added Kelsey Pullen, VP of media and agency partnerships at LiveRamp. “Most importantly, this partnership makes it easier to leverage LiveRamp and Canela flexibly, whether advertisers are looking for Canela’s inventory or want to tap their wealth of information about their audiences.”