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
SHARE
THIS



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.”

 

Please login with linkedin to comment

liveramp publift

Latest News

“Absolute Chaos!” American Hosts Test Positive For COVID Live On Air!
  • Media

“Absolute Chaos!” American Hosts Test Positive For COVID Live On Air!

American panel show, The View, was thrown into chaos on Friday when two of the co-hosts discovered they had tested positive for COVID-19 during the filming of the show.  ‘Hot Topics’, a segment on The View, where the hosts share their thoughts and opinions on the latest political and pop culture news, became an awkward Q & A […]

James Warburton: Total TV Tells The Total Story
  • Opinion

James Warburton: Total TV Tells The Total Story

In this opinion piece, James Warburton, managing director and chief executive officer of Seven West Media says TV still has a very compelling story to tell to advertisers, despite the antiquated way it reports its numbers… It was more than 16 years ago, but I remember the day like it was yesterday. It was 8.35am […]

Opinion

by B&T Magazine

B&T Magazine
Melbourne Demons Versus Western Bulldogs Seven’s Biggest AFL Grand Final In Five Years
  • Media

Melbourne Demons Versus Western Bulldogs Seven’s Biggest AFL Grand Final In Five Years

Saturday’s AFL Grand Final brought in big numbers for the Seven Network as the Melbourne Demons beat the Western Bulldogs. It is the first time the Demons had competed in the premiereship for 57 years. As well as a big night for embattled Melbourne supporters, it was also a significant night for the Seven Network, […]

by B&T Magazine

B&T Magazine
WPP Fined $26 Million For Alleged “Bribery” & “Corruption” Charges Dating Back Eight Years
  • Media

WPP Fined $26 Million For Alleged “Bribery” & “Corruption” Charges Dating Back Eight Years

WPP has agreed to pay a $US19 million ($A26 million) fine to America’s Securities and Exchange Commission (SEC) relating to bribery allegations and accounting controls for its subsidiaries that include Brazil, China, India India and Peru. The offences pre-date the current management headed by CEO Mark Read, with some dating as far back as 2013. […]

by B&T Magazine

B&T Magazine
Harper’s Bazaar Australia Appoints Jillian Davison As Editor In Chief
  • Media

Harper’s Bazaar Australia Appoints Jillian Davison As Editor In Chief

Jillian Davison has been named editor-in-chief of the recently relaunched Harper’s BAZAAR Australia. She will oversee all content, development and creative direction across the iconic magazine’s digital and brand platforms. Davison (pictured) succeeds Eugenie Kelly, who recently stepped down to pursue other opportunities. The announcement was made by Maureen Jordan, publisher of Harper’s BAZAAR Australia […]

Gourmet Traveller Unveils Finalists For The 2022 Restaurant Awards
  • Media

Gourmet Traveller Unveils Finalists For The 2022 Restaurant Awards

  The Gourmet Traveller team has uncovered the best restaurants around the country to bring you the finalists for the 2022 Gourmet Traveller Restaurant Awards in the October issue of Gourmet Traveller, on sale today. Due to ongoing restrictions, The Gourmet Traveller Restaurant Award winners will be announced via a virtual announcement on October 24, […]

Spark Foundry Wins Voyages Indigenous Tourism’s Media
  • Media

Spark Foundry Wins Voyages Indigenous Tourism’s Media

Publicis’ Spark Foundry has been appointed to manage the media strategy, planning and buying responsibilities for Voyages Indigenous Tourism Australia, following a highly-competitive pitch. Owned by the Indigenous Land and Sea Corporation (ILSC), Voyages Indigenous Tourism Australia offers experience-based holidays in Australia’s most iconic wilderness locations, including Ayers Rock Resort in the Red Centre, Northern […]

New Report Calls Out Australian Media & PR Agencies For Promoting Fossil Fuels
  • Advertising
  • Media

New Report Calls Out Australian Media & PR Agencies For Promoting Fossil Fuels

A new global report on the damaging effects of promoting fossil fuels has singled out Australia as being uniquely compromised by agencies lobbying for oil, gas and coal. The joint study by Australian organisations Comms Declare and Clean Creatives lists the 90 advertising, marketing and PR agencies that have hampered cuts to greenhouse gas emissions […]

by B&T Magazine

B&T Magazine
72andSunny Unveils First Campaign For Plant-Based Drink Brand Australia’s Own
  • Advertising
  • Campaigns

72andSunny Unveils First Campaign For Plant-Based Drink Brand Australia’s Own

Freedom Foods and 72andSunny Sydney have launched the first advertising campaign for Australia’s Own range of plant-based beverages. The campaign introduces a new visual world and identity for the brand and captures the healthy, positive feeling you get when spending time in nature and when consuming Australia’s Own certified-organic, plant-based beverages. As well as featuring […]

Are You Paying Too Much In Search Marketing?
  • Partner Content

Are You Paying Too Much In Search Marketing?

Are you paying too much for search marketing? Discover the awful truth here. Or, alternatively, look at the invoice.

Partner Content

by B&T Magazine

B&T Magazine
Nine APAC Finalists In One Club’s Young Guns 19 Competition
  • Advertising

Nine APAC Finalists In One Club’s Young Guns 19 Competition

Nine creatives from APAC are among the 94 finalists from 27 countries in The One Club for Creativity’s prestigious Young Guns 19 competition, celebrating international creative professionals age 30 or younger. The finalists from APAC are: Hiu Ching Kung, graphic designer, Hong Kong Lam Ieong Kun, graphic designer, illustrator, indego design, Macau Raxenne Maniquiz, graphic designer, illustrator, Santa Maria (Philippines) Kiyotaka […]

Adflow’s Regional OOH Coverage Expands By 60%
  • Media

Adflow’s Regional OOH Coverage Expands By 60%

OOH transit company Adflow has announced the success of the first phase of its regional expansion program. Adflow’s regional footprint has increased by 60 per cent to now include 65 regional locations. With 9.1 million people living regionally in Australia (growth of 1.1 per cent experienced in the 19/20 Financial year) and most regional centres […]