DIRECTV Integrates LiveRamp's CAPI Hub for Real-Time Ad Attribution

Event summary

  • DIRECTV Advertising is the first MVPD to integrate LiveRamp's Conversions API (CAPI) Hub into its advertising platform.
  • The integration enables real-time, server-to-server data connections for more accurate and secure performance insights.
  • DIRECTV Advertising connects LiveRamp's CAPI Hub to its DIRECTV Advantage data solutions suite.
  • The move comes ahead of the 2026–27 Upfront season as advertiser demand for advanced measurement grows.

The big picture

DIRECTV's integration with LiveRamp's CAPI Hub underscores the growing demand for real-time, server-side ad measurement as browser-based tracking becomes less reliable. This move positions DIRECTV as a leader in converged TV and digital attribution ahead of the critical Upfront season, where advertisers are increasingly prioritizing outcome-driven advertising.

What we're watching

Ad Measurement Leadership
Whether DIRECTV can sustain its leadership in advanced measurement as other MVPDs adopt similar technologies.
Upfront Season Impact
How the integration will influence advertiser spending decisions during the 2026–27 Upfront season.
Data Collaboration
The pace at which LiveRamp's CAPI Hub becomes an industry standard for real-time ad attribution.

Related topics

Partnership