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Expanding authenticated identity in CTV ad monetization in partnership with AWS tools

Data Collaboration
Identity
TV Advertising
Ryan Rolf
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July 30, 2026
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Marketers are increasingly turning to scalable, interoperable identity to develop a unified foundation for connecting data, activating audiences, and measuring performance everywhere customers engage. LiveRamp’s durable, interoperable identifier, RampID, helps marketers connect audiences, insights, and measurement with unmatched scale, and now comes to AWS Elemental MediaTailor. Today, we’re announcing support for AWS Elemental MediaTailor Monetization Functions, to make it easier for more publishers to tap the strength of authenticated identity.

Tapping marketer demand by unlocking critical inventory through AWS Elemental MediaTailor

AWS Elemental MediaTailor is the managed server-side ad insertion (SSAI) service used by some of the world’s largest CTV, FAST, and streaming video publishers to monetize live and on-demand inventory. MediaTailor Monetization Functions extend the service, allowing publishers and their ad sales teams to run custom logic at key points in every ad-personalized session, including calling external APIs and transforming data at session start and before every ad request, without building or scaling the middleware that has historically sat between their SSAI tier and their ad decisioning stack.

The LiveRamp template for MediaTailor Monetization Functions lets CTV and streaming publishers seamlessly tap authenticated identity at the start of their MediaTailor sessions. With a single click from the MediaTailor console, publishers can call LiveRamp, generate an identity envelope containing RampID and other interoperable IDs, and attach it to every downstream ad request. This powers addressability, frequency management, and measurement across CTV, mobile, and desktop inventory, connecting AWS Elemental MediaTailor publisher inventory to the full set of buyers and DSPs transacting on RampID. Publishers command higher CPMs on authenticated inventory, and can seamlessly tap more marketer demand for these authenticated impressions.

Getting started

Publishers can learn more about how to use this integration here.