LiveRamp is working to enable marketers’ campaign performance optimization using privacy-centric, first-party insights. As marketers work to maintain more of their signals and better preserve consumer privacy, LiveRamp will enable marketers to directly pass web, app, and offline events to Amazon Ads.
LiveRamp’s Authenticated Traffic Solution (ATS) will soon connect with Amazon Ads event manager, improving advertisers’ abilities to create an omnichannel view of their customer both on Amazon properties and beyond, wherever audiences are spending their time.
With Amazon Ads events manager, which works similar to Conversions API tools, marketers can measure website conversions, advertiser-owned apps, as well as offline sales including in-store purchases. Marketers measure these conversion events to optimize campaigns in-flight across Amazon’s properties and inventory from third-party publishers to help improve performance and sales outcomes. Additionally, marketers can use these offline and online conversion events to enable customer Performance+ campaigns on Amazon DSP, designed to drive similar campaign outcomes.
Benefits
Deploying LiveRamp’s Authenticated Traffic Solution with Amazon Ads events manager will enable:
- Improved omnichannel measurement: Marketers can see the results their campaigns are driving across all channels – including Amazon properties and third-party supply – with improved view into conversions, maximizing their return on ad spend (ROAS).
- Enhanced insights + stronger optimization: This integration powers deeper, unified insights into campaign performance on RampID into Amazon Marketing Cloud or Amazon DSP, enabling marketers to better optimize their campaigns in real-time and further boost performance.
Achieving results today
By leveraging LiveRamp’s Authenticated Traffic Solution in conjunction with Amazon Ads events manager, marketers reduce their reliance on third-party cookies and become more signal independent, benefitting from omnichannel measurement including cookieless environments like Safari, Firefox, and Edge. A major telecommunications company achieved full delivery, generated CPA efficiency increases up to 13%, 12% incremental reach, and 22% site visitation increase when utilizing Amazon DSP and RampID for their display and online video campaigns. This new addition to the integration enhances those capabilities.¹
The events manager integration builds on LiveRamp’s previously announced integration with Amazon Ads to leverage RampID in Amazon Ads in Amazon Marketing Cloud (AMC) for measurement, as well as LiveRamp’s integrated solutions with Amazon Web Services (AWS) that allow advertisers to easily build end-to-end measurement workflows.
To learn more about how LiveRamp’s Authenticated Traffic Solution and Amazon Ads events manager can boost your marketing, contact [email protected] today.
¹Source: Q2 2023, US Amazon DSP display and online video campaign test