DIRECTV Becomes First MVPD Using LiveRamp’s CAPI Hub for Real-Time Ad Attribution
LiveRamp’s Conversions API Hub integrated with DIRECTV Advertising enhances attribution across converged TV and digital environments by enabling server-to-server data connections that reduce signal loss. DIRECTV, as the first MVPD with this connector, can now link premium inventory exposures to downstream outcomes in real time.
1. Integration Details
LiveRamp’s Conversions API (CAPI) Hub has been integrated into DIRECTV Advertising’s platform, marking the first MVPD deployment of this server-to-server connector. The setup enables secure transmission of event signals directly from advertiser systems to DIRECTV’s ad measurement tools without reliance on browser tracking.
2. Advertisers Gain Real-Time Measurement
By reducing signal loss and improving data fidelity, the CAPI Hub delivers closed-loop attribution that connects ad exposures across DIRECTV’s premium digital and linear inventory to actual business outcomes. Advertisers can capture conversion events as they occur and optimize campaigns mid-flight based on up-to-the-minute performance metrics.
3. Strategic Implications
This partnership strengthens LiveRamp’s foothold in the converged TV and digital advertising market ahead of the 2026–27 Upfront season, showcasing its ability to drive advanced measurement solutions at scale. As the first MVPD adopter, DIRECTV positions itself as a leader in transparent, outcome-driven advertising, potentially paving the way for broader CAPI Hub adoption across the industry.