B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Federal Election
  • AFL
  • Pinterest
  • AI
  • News Corp
  • NRL
  • Cairns Hatchlings
  • Married At First Sight
  • Channel 10
  • oOh!Media
  • Thinkerbell
  • WPP
  • Anthony Albanese
  • ARN
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: LiveRamp Collaborates With Adobe To Enable Omnichannel People-Based Targeting & Measurement
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Technology > LiveRamp Collaborates With Adobe To Enable Omnichannel People-Based Targeting & Measurement
Technology

LiveRamp Collaborates With Adobe To Enable Omnichannel People-Based Targeting & Measurement

Staff Writers
Published on: 1st March 2022 at 10:18 PM
Staff Writers
Share
3 Min Read
SHARE

Leading data connectivity platform LiveRamp has announced that Adobe Advertising Cloud now supports RampID across channels, including desktop display, desktop video, mobile web, mobile in-app, connected TV (CTV), native, and audio.

As a result, advertisers can unlock people-based audience targeting, frequency capping, activation of first- and third-party data, delivery reporting, access to supply-side integrations and exposure logs, and measurement support through Adobe’s Advertising Solutions Group (ASG). The integration is currently live in the United States, United Kingdom, France, Germany, Italy, Spain, Belgium, the Netherlands, Australia and Singapore.

“The deprecation of third-party cookies and other device IDs – despite being a moving target – has been a forcing function for innovation and improvement across the advertising industry. But at LiveRamp, it’s also affirmed what we have long known to be true: people-based marketing delivers superior performance today. Full stop,” said Travis Clinger, SVP, addressability and ecosystem at LiveRamp.

“Today’s announcement brings us one step closer to ensuring every marketer in every corner of the world can achieve outsized business results at scale, without compromising privacy. And they can do this with the confidence of continuity: critical marketing workflows enabled by LiveRamp and Adobe Advertising Cloud work today, and will continue to work even once device IDs go away.”

Brands that buy on RampID can expect the following benefits:

  • Access untapped environments that are cookieless today, such as Safari, Edge, and Firefox
  • Increase campaign effectiveness by buying on a privacy-first, people-based identifier and reaching authenticated users within premium publisher environments
  • Maintain end-to-end control – from data ingestion to delivery – across preferred platforms and partners
  • Improve accuracy of measurement and performance
  • Build familiarity with cookieless workflows
  • Maintain addressability across audiences, channels, and regions

“As third-party cookies and other tracking frameworks become less relevant, the need for advertisers to find new, more privacy-aware ways of engaging consumers becomes increasingly urgent,” said Greg Collison, head of product for Adobe Advertising Cloud. “We are partnering with vendors like LiveRamp to give our customers the ability to explore new engagement models that are right for both their businesses, and for consumers.”

As part of this integration, advertisers will also be able to connect to authenticated audiences across publishers that support the LiveRamp Authenticated Traffic Solution, which is powered by RampID. This gives advertisers improved access to premium, high-value inventory to build the ultimate experience for their customers.

Today, LiveRamp is connected to over 70 per cent of time spent online, thanks to its expansive ATS publisher network and through direct publisher integrations. In total, more than 35 of comScore 50 publishers are live, and 11,000 domains globally have adopted ATS, including CafeMedia, Microsoft, and Tubi.

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: Adobe, liveramp
Share
Staff Writers
By Staff Writers
Follow:
Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

Latest News

Polestar Hands The Keys To Manifest As Agency Of Record
22/05/2025
UM Taps M+C Saatchi Group’s Lisa McMillan To Lead Federal Government Account
22/05/2025
StackAdapt Expands Partnership With Samba TV To Power Smarter CTV & Digital Advertising In Australia
22/05/2025
Meta Condemned As Ad For Wedding Suits Appears On Child Exploitation Video
22/05/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?