11 August, 2020

Publift And LiveRamp Launch Partnership For Small And Mid-Sized Publishers

Digital marketing. Businessman touching darts aiming at the target center with icon network connection. Business goal and technology concept

By B&T Magazine

Publift today announced its endorsement of LiveRamp’s cookieless Authenticated Traffic Solution (ATS), positioning it as Australia’s first publisher monetisation platform to offer addressable, programmatic marketing without the use of third-party cookies.

With ATS, Publift delivers a cookieless marketing solution directly to small and medium-sized publishers on its platform, enabling publishers to seamlessly connect their first-party data with marketer demand.

Publift, the only Google Certified Publishing Partner based in Australia and New Zealand, works with a sizable stable of small and medium-sized publishers, including Concrete Playground, NRL, Man of Many, Weatherzone and The New Daily.

LiveRamp COO APAC Melanie Hoptman said the company is working closely with Publift to ensure small and medium-sized publishers across Australia are set up for the cookieless era, with access to the latest technologies and solutions.

“There is a prevailing misconception in the industry that smaller publishers, with smaller numbers of authenticated traffic, don’t stand to benefit as much from solutions like ATS. But that is categorically untrue. In fact, it’s been our observation that even publishers with single-digit percentages of logged-in users gain greater share to previously non-addressable CPMs. This translates to new revenue opportunities that may be quadruple what they saw before.” said Hoptman.

ATS allows publishers to match authenticated user data with LiveRamp’s pseudonymous, people-based identifier, enabling end-to-end addressability. By leveraging these one-to-one linkages, small and medium-sized publishers increase their value to advertisers by eliminating the data loss that is endemic to cookie-based data syncs, while also treading into the territory of the walled gardens by providing deterministic audience targeting. With the implementation of ATS, all of this is executed in a privacy-first manner.

ATS is part of an identity infrastructure aimed at rebuilding a digital advertising ecosystem centred in trust, consumer privacy, and mutual value exchange between publishers, brands, and individuals.

Publift CEO Colm Dolan said they are excited to work with their customers on this journey as they implement ATS and unlock the ability to harness their first-party data and high-quality, addressable inventory across cookieless environments, like Safari and Firefox.

“Small and medium-sized publishers play a vital role in delivering quality news and content to Australians,” said Colm. “Many of our customers often feel as though they are playing catch up with the big industry players and do not have the same access to resources specially designed to fit their needs, whether it’s their business model or their ability to or evolve with changing privacy and technology innovation. It is our job to continue to give these publishers a voice, and develop solutions and strategies to sustain their businesses now and in the future.”

With the imminent deprecation of third-party cookies, it is important for companies, like Publift, to invest and provide its customers with advanced solutions. Through ATS, Publift can effectively help its customers unlock maximum value from their inventory. Man of Many, Australia’s largest men’s lifestyle website, is one such example.

“We see upward of three to four million global unique visitors each month. It’s an audience that trusts us to help them discover the best brands and products to fit their lifestyle,” said Man of Many co-founder Scott Purcell.

“In gaining access to ATS through Publift, we’re confident that we can continue to deliver on that promise to our readers, whether it’s through the provision of premium content, or more personalized ad experiences that they can opt into. It’s really a win-win: we can optimize our inventory to entice marketers, and at the same time, improve and preserve the reader’s experience.”

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