Google’s announcement to keep third-party cookies available in Chrome made a lot of noise in the ecosystem, but we think it’s important for marketers to keep their eyes on the goal: Marketers and publishers want to enable an omnichannel experience, which requires a unified view of consumers and connectivity across every channel.
While cookies can continue to enhance the reach of media plans in Chrome, marketers need to leverage authenticated identity to take advantage of the better connectivity and performance that it enables — across every channel their audience is in.
Modern marketers need better connectivity
Cookies’ current home field, open web programmatic advertising on Chrome, is in actuality just one of the many channels where modern marketers need to engage their customers.
As marketers look to develop omnichannel strategies that deliver their messages to all the places where their audiences are spending time, this includes numerous platforms where cookies were never the answer. These platforms include: cookieless browsers, like Safari, Firefox, and Microsoft Edge; CTV; mobile in-app; and looking ahead, AI chatbots and the Internet of Things, among many other destinations.
This means that, In order to seamlessly leverage their first-party data and connect it across the entire ecosystem, marketers must have signal-less solutions that provide the connectivity they require.
Power omnichannel marketing with proven results
At LiveRamp, we’re not focused on any single channel, but instead how we make every consumer experience addressable and measurable. Improving on the third-party cookie is one small part of that; more importantly, we enable authenticated connectivity across all channels, including cookieless browsers, CTV, mobile in-app, and more.
At the core of authenticated identity is authentications, where consumers elect to share their personal information with publishers and marketers, in exchange for experiences and services of value. Because this information is shared by consumers, it is consented and can be used to sustainably power advertising stacks amidst advancing pressures from regulators, as well as consumers’ vocal preferences for companies that help preserve their privacy.
LiveRamp has a years-long track record proving that authenticated identity drives powerful results for marketers. Our longtime partner Danone used RampID to link shopper data, better target its audiences, and ensure accurate measurement, powering a 25% online and offline sales lift. Recently, Omni Hotels & Resorts saw a 4x increase in conversion rates by adopting PAIR, which LiveRamp’s authenticated ecosystem helps to enable. As authenticated identity starts to power more and more direct deals with publishers, programmatic CTV, and more, marketers can benefit from flexibility there as well.
Seamlessly leverage authenticated identity alongside cookies
While authenticated identity is the gold standard, there’s not going to be one magic salve for everything that marketers are looking for. We know that authenticated identity can offer best–in-class reach across the signal-less world, but while cookies exist we think it makes sense to add them to authenticated campaigns to increase reach.
RampID was designed for this from the beginning: marketers who buy on RampID access all of LiveRamp’s authenticated impressions across more than 21,000 publisher domains, and also have the ability to buy inventory addressable through third-party cookies. As consumers evaluate the new opt-in/opt-out mechanism that Chrome will unveil, third-party cookies will likely decline, but marketers buying on RampID will be unaffected. These marketers will be buying authenticated identity, while continuing to leverage the cookie where it exists. Furthermore, buying on RampID, they’ll be leading the way with omnichannel buys that span CTV, mobile in-app, and beyond.
Marketers may also combine authenticated identity with solutions like contextual identity, that maintain user privacy while helping to target relevant advertising. Critically, each company’s marketing mix will be different, befitting their marketing goals, as well as their partners and customers.
To learn more about the mix that best suits you, reach out to [email protected] today.
