LiveRamp has today announced its Authenticated Traffic Solution (ATS) has been adopted by hundreds of publishers, brands and platforms across the globe, including in the US, UK, France, Italy, Spain, Germany, Australia and Japan.
More than 70 demand and supply platforms and over 400 publishers, including 70 per cent of the Comscore 20 and 65 per cent of the Comscore 50, have adopted ATS to offer marketers a more efficient way to reach their customers and measure campaign outcomes without third-party cookies or device identifiers.
“The digital industry is undergoing massive shifts with the end of third-party cookies and mobile device identifiers. We set out to create the neutral and interoperable infrastructure for this new era, and the incredible, worldwide adoption of ATS proves we’ve done just that,” said LiveRamp CEO Scott Howe. “Simply put, ATS places publishers and marketers in control of their data. It generates better results for marketers, higher yields for publishers and provides the opportunity for greater transparency. Over 100 brands use ATS, including clients through agency partnerships, and we expect this number only to grow.”
Publishers are leveraging ATS to enable people-based inventory and improve monetization, including Microsoft Advertising, the world’s second-largest publisher, which has seen a larger than 40 per cent increase in CPMs on authenticated impressions. The breadth of ATS adoption across the globe reveals that a variety of publishers see LiveRamp’s solution as not only viable to their business, but vital in serving their unique, diverse audiences. Other notable publishers who have adopted ATS include: Realtor.com, CafeMedia, Tubi, and The McClatchy Company in the US; Dennis Publishing, eBay Classifieds Group UK, and IDG in the UK; Burda Community Network in Germany; and Cricket Australia, the first in-app publisher signed, among many others.
“TV viewers are now well-integrated into streaming environments, which are fragmented across a wide variety of device platforms for advertisers. This makes the marketer’s challenge of reaching and measuring a target audience multi-dimensional, and having a people-based identifier is important to ensure that advertising campaigns are relevant across channels and devices,” commented Mark Rotblat, Chief Revenue Officer at Tubi. “LiveRamp helps enable authenticated, first-party relationships with our viewers so we can continue to deliver impactful experiences, at scale.”
“Becoming an early-adopter of LiveRamp’s ATS solution in Europe has only strengthened our relationship with our valued publisher partners,” added Mandy Schwab, Director Digital Media at Burda Community Network (BCN). “Since integrating LiveRamp’s ATS solution one year ago, we’ve enabled media brands to successfully unlock the opportunity to better monetize media inventory through privacy-conscious, people-based identity.”
“Together with LiveRamp, we are putting power back in the hands of publishers,” said Paul Bannister, CSO of CafeMedia. “We’re enabling our thousands of media brands to grow revenue by activating first-party data in a safe and privacy-centric manner, without having to worry about data leakage, particularly because of LiveRamp’s robust publisher data control technology. Already, we’re seeing authenticated audiences generate much higher yields than when using third-party cookies.”
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