Back to Blog

LiveRamp Announces IdentityLink for Real-Time Bidding

  • - James Arra
  • 2 min read

We are pleased to announce the availability of IdentityLink for Real-Time Bidding (RTB). With IdentityLink for RTB, LiveRamp now offers programmatic demand-side platforms free perpetual access to its scaled, people-based identifier. Demand-side platforms (DSPs) will be able to harness the power of the world’s largest independent omnichannel identity graph to bid on digital advertising inventory. This offering compliments the free access to IdentityLink that supply-side platforms (SSPs) get through the Advertising ID Consortium.

By standardizing people-based identity for the open Internet, LiveRamp is enabling demand-side platforms to confidently build capabilities that require consistent identity across participants.

IdentityLink for RTB enables DSPs to provide their customers a number of benefits:

  • Reduced data loss between platforms and increased audience reach
  • Enhanced consumer privacy features, simplifying opt-outs and making them more persistent
  • People-based frequency capping, allowing for a better distribution of impressions across under- and over-served consumers

Consumers Benefit

IdentityLink for RTB delivers a substantial benefit to consumers as well.

The state of digital advertising today requires consumers to make an absolute choice when it comes to advertising: opt-in or opt-out, and they must express this choice across hundreds of websites where advertising technology vendors provide this option.

The advertising community must deliver a better solution and  IdentityLink for RTB is a critical step to offering a more universal option for consumers to manage their experiences. With  IdentityLink for RTB a consumer can make a choice and every platform using IdentityLink will respect this choice. Additionally, an IdentityLink persists much longer than a cookie, which means that a consumer does not need to repeatedly express their choices when cookies expire or when they switch devices. We believe this capability is a foundational step for marketers as they move down the path of making data activation more meaningful for consumers.

Advertising ID Consortium

We are proud to be the first and only identity resolution provider to make our people-based identity solution available on advertising inventory through the Advertising ID Consortium, and we’ve gone one step further by making it accessible to each and every buy-side platform.

The Future

As we continue to innovate across the martech and adtech worlds, we have now pledged to make IdentityLink available in a free, perpetual manner to programmatic demand- and supply-side participants so they can confidently engage and develop people-based marketing solutions for the markets they serve.

As we host our seventh annual RampUp, we are reminded of our ongoing mission at LiveRamp: to make the world’s data accessible and meaningful. In the future, how marketers activate data — in a privacy-first, ethical manner to deliver experiences that improve lives — will be an important determinant of their success.

We truly believe this is the beginning of a new era of people-based marketing for the entire adtech ecosystem, and are proud that LiveRamp is helping to lead the way.