Categories
Technology Featured APAC

AnyMind Group integrates LiveRamp, PubMatic’s ID solutions into AnyManager

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.

Categories
Technology Featured ANZ

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.”