A premium wellness brand in a highly regulated CPG category, facing limited access to digital signals and tight advertising constraints.
Traditional third-party segments weren’t cutting it. The brand needed to:
We started with onboarding the client’s CRM and loyalty data into LiveRamp Safe Haven to resolve fragmented identities across devices and platforms. Next, we scaled the audience pool using custom lookalikes and high-quality third-party behavioral data to preserve precision without sacrificing reach.
Using RampID, we deployed audiences across programmatic, CTV, paid social, and native. Frequency capping and suppression tactics helped reduce waste. RampID gave us consistent reach across silos with minimal duplication.
We ran a closed-loop study to track performance by age cohort (21–29, 30–44, 45–54, 55+). We then tied exposures to conversions with LiveRamp’s ATS and Data Marketplace integrations. We mixed in third-party transaction data to map behavior, identify overlap and refine future targeting.
Persistent cross-channel identity & de-duplication Clean room collaboration with retail media partners Logged-in user targeting across premium publishers Precision lookalike expansion with verified data Direct matchback of exposure to conversion
(1P vs 3P) +2.3x higher for 1P audiences ↓ 38% vs standard targeting ↑ 54% over baseline ↑ 31% (untapped demo) Direct matchback of exposure to conversion 85%+ via RampID (↑ vs cookies)
–Director, Performance Marketing
+ Identity-first targeting ensured every impression hit a real, high-intent user
+ Safe Haven collaboration unlocked retail-level insights and expanded our signal base
+ Age-based performance segmentation revealed conversions—and new opportunities
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