Curation with Google Ad Manager will enable advertisers to leverage data to target across their preferred DSPs using Deal IDs and auction packages, and LiveRamp is starting its closed beta integration today.
This integration provides more flexibility for marketers to reach their desired audiences, as well as partner audiences from data sellers, and soon create programmatic guaranteed (PG) and private marketplace (PMP) deals with publishers and across DSPs including Display & Video 360, Yahoo, and Amazon. Without relying on third-party cookies or other legacy signals, curation allows advertisers to use first-party data or segments from LiveRamp’s Data Marketplace and their preferred partners to connect with their consumers. Curation with Google Ad Manager supports LiveRamp’s Authenticated Traffic Solution (ATS) to make those audiences addressable and measurable with RampID, and all publishers that have LiveRamp’s Authenticated Traffic Solution can access curation. Furthermore, leveraging Google Ad Manager’s best-in-class forecasting engine, marketers will be able to better plan against audiences to ensure the success of their campaigns.
In addition, curation with Google Ad Manager will be available for all data providers who make their segments available in LiveRamp’s Data Marketplace.
Key benefits
- Enables seamless activation: Of first-, second-, and third-party segments via curation with Google Ad Manager.
- More accurate forecasting: By accessing publisher insights with Google Ad Manager,, advertisers can benefit from forecasting against publishers’ real availability.
- Mitigates signal loss: Continuing the wave of future-forward integrations between LiveRamp and Google, LiveRamp’s integration for curation further removes reliance on cookies, mobile ad IDs, and other legacy signals, instead using LiveRamp’s durable, privacy-focused identifier, RampID, to match audiences to inventory.
- Provides continuity across the ecosystem: LiveRamp will allow advertisers to seamlessly activate data across publisher inventory with Google Ad Manager.
- Supported by experts: LiveRamp’s Marketplace Audience Solutions team ([email protected]) is ready to provide assistance with helping marketers to recreate any custom audiences or access syndicated segments.
Helping data sellers connect with more marketers
With curation, data sellers’ segments can be seamlessly applied to help marketers reach their high-value audiences.
Data sellers can create custom, curated deals to share with agencies, making it easier for marketers to apply data to their deals. Furthermore, data sellers can make their data segments available out-of-the-box and directly targetable by marketers, further increasing their data’s adoption.
Improving deal flow for publishers
Curation offers improved ways for marketers to leverage their first-, second-, and third-party data, leading to improved deal performance; by also optimizing match rates against deals, curation will also improve deal transaction rates between marketers and publishers.
Publishers utilizing LiveRamp’s Authenticated Traffic Solution can deploy curation with Google Ad Manager to more accurately represent their inventory to marketers, unlocking better forecasting and targeting, further streamlining deal flow.
How to get started
Marketers can learn more about how to start collaborating and activating on their first-party data by participating in curation’s closed beta. Contact us at [email protected].
Data sellers can contact us about making their data available with curation at [email protected].
Publishers can register their interest in participating in curation by contacting [email protected] and contacting their Google Ad Manager Account Team.