The moment for publishers couldn’t be more pivotal right now. The death of third-party cookies, ever-expanding data privacy regulation, and the current economic climate and global health crisis forces some big decisions around their go-forward strategies. Digiday recently cited 88% of publishers expect to miss their forecasts this year due to the pandemic.
It’s become more important than ever to establish a new ecosystem built on trust that enables a clear value exchange between consumers and publishers, consumers and marketers, and publishers and marketers. To join us in leading that charge for the industry, we’re happy to welcome a new member to the LiveRamp family. Jason White joins us as Senior Vice President and Head of Publishers from ViacomCBS, where he was formerly Executive Vice President and General Manager of Global Programmatic.
With his extensive expertise and collective experience across ViacomCBS, News Corp, and OpenX, Jason will lead the efforts to deliver on our commitment to helping publishers face these headwinds and grow revenue streams, optimize yield, and make it easier for marketers to connect with their consumers. Further, Jason will play a critical role in scaling our publisher solutions globally, including accelerating the adoption of our Authenticated Traffic Solution (ATS). ATS allows publishers to match consented user data with a LiveRamp IdentityLinkTM (IDL). Its value is underscored as publishers prioritize connecting their inventory to marketer data and building a robust authentication strategy to create a new sustainable business model.
To date, we’ve signed on 39 ATS publishers globally, spanning the U.S., UK, France, Spain, Italy, and Japan. We further see an additional 16 billion daily IDL-enabled impressions, allowing marketers to buy without the data loss associated with cookies, and in a 100% measurable way. Enabling buying and measuring on IDL has also been implemented or is being adopted by 34 DSPs and 16 SSPs. The accelerated adoption of ATS represents the industry’s collective interest in building a trusted ecosystem that prioritizes consumer trust and transparency in a post-cookie world.
According to Jason, “I’m a firm believer that ATS is the solution that will empower publishers to thrive in a cookieless world and place them in the driver’s seat. We must continue to support premium content and the democratization of information so that we can continue to keep the internet free. I’m excited to see how the industry rallies around more collaboration and transparency as we tackle new challenges together.”