Maybe you were always planning to make the jump to cookieless, or maybe continued signal loss has revealed some unexpected effects for your marketing stack. No matter what your situation is, LiveRamp is here and we’re ready to help our partners, customers, and stakeholders complete their journeys to signal-less.
Companies jumping into their signal-less planning today have two things working in their favor. First, they are able to benefit from choosing solutions that the industry has proven to be sustainable and valuable, and can stand the test of time. Second, leveraging these solutions can lead to immediate benefits – including in cookieless browsers, mobile in-app, and CTV – driving improved monetization, better reach, and stronger ROAS now.
We’ve been ready for the signal-less future for some time now, and are continuing to lead the way forward.
The Authenticated Traffic Solution is scaled and in wide use
LiveRamp’s Authenticated Traffic Solution for global addressability connects publisher and marketer data to better personalize and measure advertising on authenticated inventory. We’re everywhere consumers are, from the open web to social platforms to CTV.
- More than 92% of consumer time spent online in the US is spent on sites and social platforms connected with LiveRamp, via the Authenticated Traffic Solution or our direct, cookieless publisher integrations.
- This means a marketer working with LiveRamp will be able to find 95%+ of the US population through our integrations – all without the need for a third-party cookie, mobile device ID, or IP address. We’re also cross-channel, meaning digital display, mobile web, mobile in-app, social, search, and CTV.
- More than 16,000 publisher domains are live with Authenticated Traffic Solution today and are accessible to our marketers at the person-level via RampID.
- Further, we’re live in 22 different markets across the US, LATAM, Europe, and APAC.
Marketers are seeing results today – a major fitness brand saw a 2X improvement in ROAS and a major computer manufacturer was able to substantially increase reach in cookieless environments like Safari.
RampID powers addressable campaigns globally
RampID is the durable, privacy-centric identifier connecting the digital and martech ecosystems.
With regulatory scrutiny intensifying, RampID’s authenticated and partner-encrypted nature allows addressable campaigns to run regionally across North America, the EU, LATAM, and APAC, as well as globally. The Authenticated Traffic Solution is the infrastructure that not only meets a global standard, but allows publishers and marketers to sustainably plan and build as the pace of signal loss speeds up, as well as with confidence that their plans will keep consumers’ security and privacy at the forefront. Every publisher leveraging the Authenticated Traffic Solution must have direct consumer relationships based on trusted value exchanges wherein consumers share their identity with the publisher.
The Authenticated Traffic Solution enables better, more personalized experiences for consumers, on whatever platform they’re using. Advertisers can buy directly from publishers, through open exchanges, in private marketplaces, on CTV, via direct deals, and within every walled garden, giving them the ecosystem previously enabled by the scale and the flexibility of cookies, without any of the drawbacks. LiveRamp’s Authenticated Traffic Solution infrastructure covers all channels – digital display, mobile web, mobile in-app, and CTV – and is ready to support the future advertising on the internet of things (iOT).
Build better
As publishers, marketers, and the rest of the ecosystem select solutions to help mitigate signal loss, they should select solutions that enable scale and flexibility.
Authenticated people-based identity – enabled by the Authenticated Traffic Solution – helps marketers use their data wherever their consumers are, in a safe and effective way. Further, LiveRamp’s Authenticated Traffic Solution empowers the ecosystem to use all of the second-party data generated through data collaboration, including retail media networks. As companies evaluate solutions, selecting solutions that improve interoperability and outcomes will lead to solutions that can help to power this next phase of post-signal growth.
Further, the Authenticated Traffic Solution is interoperable, enabling every high-quality identifier the ecosystem needs, and connecting with LiveRamp’s premier global ecosystem of partners, enabling the audiences you want everywhere you want. One of these interoperable solutions is Display & Video 360’s Publisher Advertiser Identity Reconciliation (PAIR), which Google created to give publishers and marketers a secure, privacy-preserving solution to power their advertising with first-party data. With Authenticated Traffic Solution’s interoperable design, publishers can easily increase their monetization while making their inventory available across DV360; marketers can seamlessly activate their first-party data across PAIR publishers.
Build sustainably
Today 50% of the internet is cookieless and signal loss is on the rise.
But you can still run campaigns with or without third-party cookies to test, benchmark, and optimize your marketing impact. We’re excited to work with even more partners as they join us on this journey.
To learn more about LiveRamp’s Authenticated Traffic Solution and buying on RampID, reach out to [email protected].
