In today’s digital advertising landscape, publishers face multiple headwinds in maximizing the value of their inventory and providing accurate attribution to advertisers. As third-party cookies continue to erode and privacy regulation comes into play, it is imperative that publishers look for privacy-enhanced alternatives. Amazon Publisher Cloud (APC), integrated with LiveRamp’s RampID, offers a durable solution for publishers to scale their business with programmatic deals, powered by secure first-party signal collaboration with Amazon Ads.
RampID: A responsible solution for seamless connections
Built on AWS Clean Rooms, APC empowers publishers to enrich the value of their unique supply with trillions of exclusive retail media insights from Amazon. Through the integration with RampID, a highly-connected identifier, publishers can establish seamless connections with advertisers. This integration helps media owners significantly augment match rates within the APC collaboration, leading to greater fidelity across the full planning, activation, and measurement lifecycle.
As a result, publishers can create a comprehensive view of their audience across all channels, including web, mobile, CTV, and more. In addition to improving match rates, RampID’s holistic approach can provide a more accurate and scalable solution for audience segmentation, activation, and measurement.
Why minimizing data movement matters: Scale, speed, and trust
A key advantage of using RampID with APC is that publishers can securely generate learnings leveraging Amazon’s unique insights using AWS privacy-enhanced data collaboration, without having to share or move their source data outside of their cloud environment. LiveRamp’s embedded transcoding within APC means you can resolve your data to RampIDs, both at the individual and household levels, without exposing personally identifiable information, leading to more addressable deal packages.
With LiveRamp’s native implementation, publishers can unlock easy and fully scalable workflows that enhance the speed of media delivery and measurement at every stage. Additionally, data ethics and security remain at the forefront of this solution. RampID’s approach enables effective audience reach while allowing secure activation of high-intent audiences via APC, powering more precise campaign addressability.
Reaching new heights with LiveRamp and Amazon Publisher Cloud
For publishers, the benefits of integrating RampID with APC can include:
- Enhanced audience insights and segmentation at scale
- Increased accuracy in audience reach and campaign measurement
- Secure audience activation without relying on traditional ad identifiers
For advertisers, the result of publishers’ deep content signals and differentiated insights from Amazon Ads is more precise, effective ads, and faster deal curation – which is more critical now than ever before.
As the digital advertising landscape continues to evolve, publishers who collaborate with advanced solutions will be well-positioned to thrive, providing the means to maximize revenue potential while building trust with both advertisers and customers.
Interested in learning more? Contact your LiveRamp representative to schedule a free match test today or visit the Amazon Publisher Cloud site for more information.