Adtech OpenX, data connectivity platform LiveRamp expands partnership to Australia

Sydney, Australia – Adtech OpenX and data connectivity platform LiveRamp has announced that it will be expanding its US-based partnership to Australia, giving Australian brands an opportunity to create relevant, people-based audiences, and then activate these audiences at scale while respecting consumer privacy.

Through the partnership, marketers in Australia will be able to increase their company’s addressable reach and engage with their audiences across thousands of publishers’ inventory, including web, in-app, and connected TV (CTV) through the OpenX exchange.

Furthermore, OpenX integration provides various ways for marketers to activate addressable, people-based campaigns with LiveRamp. Marketers may buy directly from demand-side platforms (DSPs) that have also integrated with LiveRamp Authenticated Identity Infrastructure, such as MediaMath or The Trade Desk, or work with their DSP of choice via an OpenX Deal ID.

For Mitch Greenway, director of ANZ for OpenX, the extension of the partnership to Australia is in response to the objective of Australian marketers in looking for audience targeting solutions that are data-driven, reliable, and scalable.

“LiveRamp and OpenX have built a partnership that has already driven fantastic results for brands and agencies in other markets, and by expanding our work to ANZ, marketers here will now have what we believe is the one of the best possible ways to scale a people-based campaign. We know what kind of results this will deliver, and it’s a great opportunity for marketers here to reduce their reliance on the walled gardens,” Greenway stated.

Meanwhile, Deb O’Sullivan, VP of enterprise sales at LiveRamp ANZ, commented, “We have already seen promising success partnering with OpenX across campaigns in the United States, and we look forward to scaling those efforts internationally in Australia. With our solution now live and running in both markets, we further accelerate progress to help bridge the gap between media buying of the past and more performative media buying in the future.”