Today, Google unveiled the latest plan for third-party cookies in Chrome: third-party cookies will remain with the current opt-out functionality.
At LiveRamp, our goal is to enable marketers to responsibly connect, personalize, and measure every consumer experience. We’re rooted in authenticated identity – which spans every channel – and will continue to use Chrome cookies to help deliver the best possible outcomes for our marketers.
Marketers are looking at omnichannel, and in particular, cutting-edge channels like commerce media networks, CTV, and AI to connect with their customers everywhere they are. Over the coming months and years, we’ll continue to invest in an authenticated ecosystem that enables every channel, every browser, and every way of buying – programmatic, PMP, and direct. Our focus is on lighting up new destinations for our brands so that they can connect with consumers across the most impactful experiences and not be limited to display.
Authenticated identity provides the foundation for success
Our approach has been, and will be, unchanged: newer, better solutions enable better connectivity, better measurement, and better results.
In particular, authenticated identity is the best-in-class for powering data-driven marketing, across all of the platforms where consumers are spending time. It helps publishers and marketers build direct relationships with individuals, giving them control and transparency over how their information is being used – and most importantly, to build these relationships across every channel that your customers are using, whether it’s display, mobile in-app, CTV, or beyond.
LiveRamp’s durable identifier, RampID, is enabled by LiveRamp’s Authenticated Traffic Solution and used to transact with all major digital platforms and almost every top publisher, and is connected to more than 92% of US consumer time spent online – while still allowing marketers to seamlessly buy inventory addressable through third-party cookies. Brand marketers leverage RampID for seamless connectivity, enabling better reach and activation, personalization, and measurement at scale.
We’ve shown many times that authenticated identity drives powerful results for marketers, including:
- Omni Hotels & Resorts saw a 4x increase in conversion rates by adopting PAIR, which LiveRamp’s authenticated ecosystem helps to enable
- US Bank announced it was able to find its customers 2x – 3x better with LiveRamp, powering better connectivity in partnership with Adobe Real-Time CDP across the ecosystem of platforms its customers use.
Critically, our authenticated identity can enhance campaigns with third-party cookies to increase reach. Marketers who buy on RampID can not only buy authenticated impressions, but also seamlessly buy inventory addressable through third-party cookies, enabling marketers to continue leveraging the cookie where it exists.
Authenticated identity can help publishers, right now
As we’ve shared, the Authenticated Traffic Solution has been enabling authenticated identity for publishers for years, with a years-long track record of proven results for more than 23,000 publisher domains, including the most premier destinations in media today. Holdout publishers are leaving revenue on the table by overlooking authenticated identity.
The latest results seen by publishers using LiveRamp’s Authenticated Traffic Solution speak for themselves:
- Marketers have shown they’re willing to pay more than 30% higher CPMs, as well as increase their bidrates by more than 20%.
- Marketers show that they’re willing to pay top publishers 58% more CPM, as well as increase their bidrates by 45%.
- During critical periods like the holiday season, both publishers’ CPMs – as well as authenticated inventory’s value over unauthenticated inventory, increase substantially.
Publishers relying only on third-party cookies will see their slice of the market dwindle, as marketers increasingly seek omnichannel buys that can reach their customers wherever they’re spending time on any platform – not just those using third-party cookies on Chrome. Ignoring newer solutions means forgoing considerable benefits and revenue, while those that switch to authenticated identity can drive proven, immediate impact.
We’re continuing our journey with you
For our customers and partners, we’re looking forward to continuing to leverage authenticated identity to drive powerful results with you. Today’s news is a good reminder that the ecosystem is continuing to evolve, but no matter what, our solutions for navigating these changes are impactful and proven, and our commitments to unlocking omnichannel to drive results are unchanged – as our our focuses on innovation and finding the mix that works best for your company.
For marketers, we’re excited to work with you, no matter where you’re putting third-party cookies on your priority list. We know authenticated identity offers best-in-class reach across the signalless world, and we believe that we can help you drive results in CTV, AI, or whatever other platforms you need to reach your key audiences.
For publishers, authenticated identity offers immediate improvements, and a reliable path forward, no matter what the future may hold.
To learn more, reach out to [email protected] today.