LiveRamp®
(NYSE: RAMP), the leading identity platform for exceptional experiences,
today announced its Authenticated Traffic Solution (ATS) for publishers
and supply-side platforms (SSPs) to expand the company’s commitment to
creating an open, independent, and collaborative ecosystem to drive the
future of digital marketing. Evolving industry trends like increased
regulation and third-party cookie restrictions are making it more
difficult to reach consumers online than ever before. LiveRamp’s
solution provides every marketer, platform, and publisher the ability to
leverage their data and manage the customer journey with a neutral,
privacy-conscious identifier across all inventory—display, mobile,
cookieless, and CTV. Additionally, ATS furthers consumer choice and
privacy by giving consumers control over how their data is being used,
and a single opt-out for destinations leveraging IdentityLinkTM.
The company expects to formally roll out the product in the coming
months.
“Our industry needs a more persistent and healthy solution—one that
protects the rights of consumers and businesses; ensures a level playing
field, visibility and control for all participants; and catalyzes
exceptional experiences and results,” said Scott Howe, CEO of LiveRamp.
“We’re launching our Authenticated Traffic Solution for the good of
everyone in the industry—so that permissions can be honored while also
democratizing identity and data for the good of all participants.”
LiveRamp’s ongoing commitment to provide an open and scaled identity
solution has spurred multiple, complementary efforts: the Advertising ID
Consortium embedding IdentityLink into the bidstream; launching the Open
Internet Measurement Initiative; providing LiveRamp’s identity graph to
demand-side platforms free of charge via IdentityLink for Real-time
Bidding; and now expanding that to include cookieless inventory with ATS.
“With recent changes to third-party cookie restrictions and the evolving
regulatory landscape, the need for privacy-safe, omnichannel identity
solutions that increase consumer visibility and choice is more important
than ever,” said Jay Friedman of Goodway Group. “We’re excited to see
that LiveRamp has been committed to providing a solution for platforms,
marketers and publishers.”
As third-party cookies become less accessible and functional,
publishers’ ability to identify visitors and deliver relevant
experiences greatly diminishes. Publishers should be able to develop a
trusted relationship with consumers and then connect those consumers
with marketers—ATS enables the publisher to do just this. ATS provides a
safe and transparent solution based on publisher first-party
authentications that deliver enhanced addressability and better consumer
visibility and control. LiveRamp’s people-based IDs, IdentityLinks,
provide a holistic view of consumers because they are grounded in the
company’s offline AbiliTec graph and power omnichannel marketing.
IdentityLinks provide greater privacy, security, portability and
persistence than other identifiers.
With LiveRamp’s Authenticated Traffic Solution, users will have access
to the following benefits:
-
Give consumers full choice and control over how they interact with
marketers with continued access to free content, better privacy
controls and better ad experiences - Increase audience addressability in cookieless environments
-
Maximize the scale for campaigns that target their most valuable
audiences -
Increase advertiser demand while maintaining a responsive user
experience
To learn more information about the Authenticated Traffic Solution,
please visit: https://liveramp.com/blog/launching-authenticated-traffic-solution-for-publishers
About LiveRamp
LiveRamp provides the identity platform leveraged by brands and their
partners to deliver innovative products and exceptional experiences.
LiveRamp IdentityLink connects people, data, and devices across the
digital and physical world, powering the people-based marketing
revolution and allowing consumers to safely connect with the brands and
products they love. For more information, visit www.LiveRamp.com.
View source version on businesswire.com: https://www.businesswire.com/news/home/20190530005338/en/