Prisma Media Unlocks Omnichannel Personalization Across Brands and Channels – Without Cookies

The Challenge

Prisma Media, one of the world’s leading magazine and digital press groups, connects more than 40 million people to lifestyle, cooking, celebrity, discovery, and economy content every day. The group and its 40 international brands, including Voici, Capital, and Femme Actuelle, have been staples of information and entertainment in France for more than 40 years.

Today, Prisma Media is ranked number one for its video and mobile audiences and continues to grow in data monetization, video, and mobile. As consumers seek more control over their data and want a better understanding of how it is used, regulators and brands are prioritizing consumer privacy. For marketers, this means third-party signals, including cookies, are no longer the most reliable option for seeing a complete customer view. Instead, first-party data is a sustainable answer – for both marketers and publishers.

Prima Media saw an authenticated identity strategy as vital to securely connecting brands with insight-rich data. The publisher wanted to provide advertisers a unified view of customer touchpoints so they could achieve omnichannel success and, ultimately, better business results. Prisma Media specifically wanted to:

• Strengthen value for advertisers by seamlessly activating addressable campaigns for more efficient, transparent results.
• Complete Prisma Media’s existing offering through expanded data targeting capabilities within open web, social networks, and Segmented TV.
• Improve targeting and measurement with people-based marketing on Prisma Media’s authenticated inventory, enabling more relevant advertising for advertisers and agencies.
• Adapt to industry changes with greater reach and precision using omnichannel strategies and data collaboration – without third-party cookies.

The Solution

Prisma Media chose LiveRamp’s Authenticated Traffic Solution to deliver personalized experiences to authenticated audiences in the right places at the right time.

By deploying LiveRamp’s Authenticated Traffic Solution across single sign-on, social logins, and newsletters, Prisma Media was able to bridge the data gaps between their audiences, channels, and brand partners.

The Results

With LiveRamp, Prisma Media saw a 20% increase in winning bid CPM, proving marketers were eager to invest in authenticated audiences that could deliver superior connectivity and measurement and better business results. Prisma Media also had a 10% increase in fill rate as the publisher experienced more inventory demand from advertisers.

With LiveRamp’s Authenticated Traffic Solution, Prisma Media is helping advertisers securely activate on premium audiences with ease. Looking ahead, the publisher plans to continue driving trusted collaboration with first-party data while delivering better experiences for advertisers and their customers.