Tag: LiveRamp

Singapore – Data collaboration platform LiveRamp has announced its expanded partnership with Yahoo to scale addressability and enhance reach and interoperability within the advertising ecosystem. 

The partnership will allow publishers, marketers, and more to leverage better post-signal connectivity. Publishers using LiveRamp’s Authenticated Traffic Solution (ATS) can take advantage of Yahoo ConnectID, a cookieless identity solution, to unlock additional addressable demand. 

Furthermore, brands using Yahoo DSP can achieve greater reach through Yahoo ConnectID, which benefits from RampID and the expanded scale of LiveRamp’s ATS. 

Yahoo ConnectID is powered by the direct consumer relationships of nearly 335 million authenticated users globally. It enables omnichannel addressable inventory across all of the Yahoo owned-and-operated properties and thousands of other publisher domains.

Meanwhile, RampID and LiveRamp’s Authenticated Traffic Solution power the data platform’s person-based approach to identity. This enables authenticated addressability across browsers, mobile devices, and CTV at scale across hundreds of destinations. With this, clients will be able to develop deeper customer relationships, create value throughout the customer journey, and maintain control of data.

It will require minimal effort for publishers using LiveRamp’s Authenticated Traffic Solution (ATS) to integrate Yahoo ConnectID and better monetize their addressable supply.

Therefore, publishers and marketers can deliver customised experiences everywhere without any additional configuration or resources for authenticated audiences at scale.

Through this partnership, publishers can also expect increased monetisation on their authenticated inventory via the Authenticated Traffic Solution, as Yahoo ConnectID will now be available as an identifier. Additionally, marketers looking for post-signal loss solutions will have an increased reach of authenticated users across publishers that have adopted RampID and/or Yahoo ConnectID via the Yahoo DSP.

Elizabeth Herbst-Brady, chief revenue officer at Yahoo, said, “We strongly believe in authenticated addressability, and this partnership enables greater reach that will endure beyond third-party signal loss. We’re making it easier for marketers and publishers to leverage these solutions and maximise results while simultaneously supporting more seamless transactions across the open Web.”

Travis Clinger, SVP for activations and addressability at LiveRamp, also commented, “Yahoo is a powerful advocate for authenticated identity, and the connectivity we’re partnering to enable across their DSP and Yahoo ConnectID will help make the post-signal world a better experience for marketers than the world of today. Marketers and publishers now have even more flexibility to engage, personalise, and measure their customer journey.”

Sydney, Australia – Data collaboration platform LiveRamp has announced an expanded partnership with visual inspiration platform Pinterest, to offer a better global integration for advertisers to reach their audiences on Pinterest’s platform globally. 

Through the partnership, marketers will be able to reach their customers on Pinterest with seamless activation on RampID, LiveRamp’s pseudonymous, people-based identifier.

The partnership between LiveRamp and Pinterest will now span APAC markets of Australia, New Zealand, and Japan. Marketers in the region will now be able to easily activate Pinterest as a destination via LiveRamp.

The expansion aims to  improve measurement and analytics for advertisers and create more opportunities for brands to derive value from first-party data within the APAC region. At a time when ROI matters more than ever, APAC  marketers can benefit from the performance and access to insights enabled by this partnership.

“We’re excited to continue building on the momentum of our privacy-centric data collaboration with LiveRamp. We’re now enabling even more marketers around the world to activate on Pinterest without compromising on control or privacy,” said Bill Watkins, chief revenue officer at Pinterest. “Global marketers can build better campaigns with LiveRamp and Pinterest today. They can also build campaigns with the confidence that this partnership is sustainable beyond third-party cookie deprecation and other ecosystem shifts.”

“In this evolving macroeconomic climate, every dollar marketers spend must be addressable and measurable, and we’re excited to offer marketers across the world the ability to seamlessly leverage RampID, enabling better campaigns,” said Travis Clinger, SVP, activations & addressability, LiveRamp. “By building on identity that can power better data collaboration in the future, marketers can begin building enduring brand and business value.”

Singapore – Marketing technology solutions provider AnyMind Group has integrated data enablement platform LiveRamp’s Authenticated Traffic Solution and programmatic digital advertising company PubMatic’s Identity Hub into its publisher and e-commerce growth platform, AnyManager.

These integrations enable AnyMind Group’s online publishers and advertisers to communicate with enriched data, delivering greater measurability, whilst preserving audience privacy throughout the process.

Through these integrations, AnyManager’s header bidding solution for publishers will be able to provide connected demand sources with more information to better reach and engage with desired audiences. It also enables the easy implementation of LiveRamp’s people-based, privacy-first identifier, RampID, through the Authenticated Traffic Solution (ATS).

Once a publisher and AnyMind Group enter into an agreement, ATS is implemented on the login screen of the publisher’s site. ATS allows publishers to match authenticated user data with RampIDs in real-time, enabling advertising without reliance on third-party cookies or device-based identifiers. Advertisers leveraging RampID can unlock premium inventory, additional reach across browsers such as Safari and Firefox, and improved marketing tactics such as people-based audience targeting and frequency capping, amongst others.

Meanwhile, PubMatic’s Identity Hub integration enables publishers to simply turn on the integration with just a single button click on AnyManager for their header bidding wrapper and provides access to partnered ID solutions on Identity Hub including LiveRamp’s RampID, ID5 ID, and The Trade Desk’s Unified ID, amongst others.

CheeChien Chung, LiveRamp’s director of addressability for SEA, shared that the deprecation of third-party cookies and other identifiers has been a forcing function for innovation and improvement across the advertising industry, but more importantly, it’s highlighted that people-based marketing delivers superior performance, today.

“Publishers leveraging LiveRamp’s solutions via AnyMind can easily enable their inventory to be accessible to advertisers looking to buy and measure at the person-level on RampID, and can achieve outsized business results at scale, without compromising privacy,” said Chung.

Meanwhile, Hitoshi Maruyama, AnyMind Group’s managing director of publisher growth, said that web publishers in Asia have started exploring new business models such as media commerce and other means of content monetisation, whilst the ad tech industry has innovated to provide means for publishers to continue benefiting from ad revenue. 

“AnyMind Group is now where the facets of next-generation commerce, ad monetisation and media improvement meet, providing web and app publishers with various possibilities for exponential growth,” said Maruyama.

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.”