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Why Interoperability Will Be Key After Third-Party Cookie Deprecation and Other Signal Loss

  • - Travis Clinger
  • 3 min read

With third-party cookies deprecating on Chrome representing the last remaining third-party signal to fall – and an expiration date looming on the horizon – it’s critical for anyone without a plan in place to begin implementing sustainable solutions. We as an industry started this journey years ago, and we at LiveRamp continue to help our partners, customers, and stakeholders on their own journeys, while welcoming new ones to start realizing benefits immediately. Amidst third-party signal loss, including third-party cookie deprecation, it’s important for publishers and marketers to make a seamless transition to cookieless addressability, and reach and scale are critical parts of this.

Interoperability is core to achieving scale

Third-party signals helped the ecosystem scale, in large part because of their ubiquity: the most well-known, the third-party cookie, was the original common infrastructure for digital advertising, enabling different parts of the ecosystem to work with each other.

As the industry finishes third-party cookie deprecation, and more broadly, moves away from third-party signals, companies must be sure to select solutions that enable them to connect to – and work with – others across the industry, in order to help their advertising strategies scale and grow.

No solution will clearly replace the third-party cookie 1:1. It’s more likely that companies will need a mix of solutions, with each company’s mix differing based on its partners, customers, and other factors unique to their place in the broader ecosystem.

Amidst the quiver of options here, the gold standard is authenticated identity, and in order to unlock it, companies need to implement LiveRamp’s Authenticated Traffic Solution (ATS). While companies will have a mix of solutions to enable authenticated and other sustainable identity strategies moving forward, prioritizing interoperability in identity solutions means that companies can partner with and sell to other parts of the ecosystem, even if their partners and customers are using a different set of solutions.

ATS provides a fully interoperable and neutral infrastructure

Our signal-less identity infrastructure, ATS, is the product of years-long development, scaled with publishers, and in wide use by our customers around the world. ATS enables addressable inventory without third-party cookies or mobile identifiers, enabling marketing to real people across Chrome, Safari, Firefox, and other browsers on LiveRamp’s pseudonymous identifier, RampID.

ATS enables the real-time and privacy-conscious translation of personal information into RampIDs, which are used to transact with all major platforms and almost every top publisher, including more than 80% of the Comscore 50. RampIDs also provide the foundation for deterministic matching within LiveRamp’s data collaboration platform, enabling collaborators to target minute differences between consumers, and saving them time and money while enabling better consumer experiences.

Critically, ATS is interoperable and helps make partner identifiers available to publishers and customers via LiveRamp’s authenticated infrastructure. ATS enables every high-quality identifier the ecosystem needs, and connects with LiveRamp’s premier global ecosystem of partners, enabling the audiences you want everywhere you want.

Connecting even more advertiser demand

Our most recent announcement helps publishers to unlock additional revenue-generating inventory and deliver a more personalized ad experience:

  • ATS publishers can now enable PubLink – Epsilon’s privacy-centric identity solution – within ATS to increase addressability on their inventory
  • Advertisers using Epsilon’s Digital platform can leverage RampIDs to target authenticated inventory and drive better results for their campaigns

Enabling PubLink within ATS lets publishers connect to advertiser demand from Epsilon Digital, which services both Epsilon’s global brand clients, as well as those of Epsilon’s parent company, Publicis Groupe.

Interoperable design enables publishers that have ATS enabled to implement PubLink without any additional configuration, resources, or fees, unlocking additional inventory and further enabling sustainable advertising strategies in the post-signal loss future.

Enable ATS today

Post third-party cookie deprecation, and in the post-signal loss future, ATS will continue to power identity strategies that successfully achieve reach and scale, helping the ecosystem make a sustainable transition. Critically, as the ecosystem and regulatory landscape continue to evolve, ATS is built with the strongest security and controls at its foundation, and meets a truly global standard – powering addressability across North America, the EU, LATAM, and APAC, as well as globally.

To get started today, email [email protected].

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