PubMatic And LiveRamp Combine Forces For Cookieless Solution

Chocolate chip cookie with crumbs  isolated on white background.  Homemade bakery and dessert

PubMatic has announced its expanded partnership and global integration with LiveRamp neutral,  pseudonymous, people-based identifier will be available in Identity Hub, PubMatic’s Prebid-based identity management solution.

Identity Hub is quickly becoming the market standard for publishers looking to seamlessly manage multiple identity solutions and maximize revenue. The partnership brings superior audience addressability, scale and performance to demand-side platforms (DSPs) and advertisers across the US, Europe and the Asia-Pacific region on the PubMatic platform. 

The integration is enabled across the open web and will soon be available on mobile in-app and connected TV (CTV), resulting in improved inventory monetization for publishers, while paving the way for a cookieless future.

“For the better part of this year, a lot of industry chatter has revolved around the deprecation of the third-party cookie. While that deadline still looms, we are also beginning to see increasing restrictions of device identifiers and new forms of inventory,” said LiveRamp senior vice president, head of addressability and ecosystem Travis Clinger.

“This reinforces the need for people-based identifiers and interoperable solutions that maintain neutrality and preserve the consumer experience.

“With PubMatic as one of our largest supply-side platform partners, we can further scale identity resolution across channels globally – bringing value to publishers and buyers – while creating a trusted ecosystem that benefits all, especially the consumer.” 

The expanded partnership between PubMatic and LiveRamp enables publishers to implement LiveRamp’s Authenticated Traffic Solution (ATS), seamlessly connecting their inventory with LiveRamp’s identifier across web and soon, mobile apps and CTV. This functionality is accessible through Identity Hub, and can be deployed standalone, or within PubMatic’s omnichannel header bidding solution, OpenWrap. 

The combined accessibility of LiveRamp’s identity infrastructure and ATS helps connect publisher first-party authenticated data with marketer demand, driving improved yield and reach. In parallel, PubMatic’s publishers gain improved omnichannel inventory monetization without a reliance on third-party cookies.

A growing number of publishers worldwide have already adopted Identity Hub, which provides publishers and buyers the ability to transact programmatically using their preferred identity provider, including LiveRamp, while upholding and respecting consumer privacy and choice. 

With Identity Hub, advertisers can significantly increase reach, contextual relevance, and campaign ROI. It’s now easy for buyers to reach target audiences across the open web, matching the ease and scale of targeting on a walled garden platform – but with more transparency, control and premium content.  

“We are looking forward to bringing people-based addressability not just to the web and mobile apps, but also to CTV with LiveRamp’s wide coverage in the buyer community and strong focus on user privacy,” said PubMatic vice president of marketplace Andrew Baron.

“Through this global partnership with LiveRamp, we will offer significantly higher reach and user addressability for buyers across channels and superior monetization capabilities to publishers. This is crucial as adoption grows for alternatives to the third-party cookie within the digital advertising ecosystem.” 


Please login with linkedin to comment

liveramp pubmatic

Latest News

Dairy Australia Launches Latest “Buy. Support. Enjoy Aussie Dairy” Via Elmwood
  • Campaigns

Dairy Australia Launches Latest “Buy. Support. Enjoy Aussie Dairy” Via Elmwood

The latest instalment of Dairy Australia’s “Buy. Support. Enjoy Aussie Dairy,” campaign has launched via elmwood. The ad aims to highlight the health benefits of getting your daily dose of dairy while also supporting local farmers and communities. The new Enjoy phase of the Dairy Australia campaign follows on from the initial scene-setting campaign, (around […]

Retired Marketing Man Andrew Piccoli Speaks About His Children’s Book ‘Dexter The Dahu’
  • Marketing

Retired Marketing Man Andrew Piccoli Speaks About His Children’s Book ‘Dexter The Dahu’

Andrew Piccoli spent his career overseeing some of Australia’s most memorable ad campaigns. Now, he has turned his attention to a particular area of passion: children’s literature. Now retired, Piccoli spent the COVID-19 lockdown writing the story of Dexter the Dahu for children aged between five and nine. He has donated a copy of the charming […]

A Clearer Lens: Restoring Trust In Out Of Home Measurement
  • Opinion

A Clearer Lens: Restoring Trust In Out Of Home Measurement

Outdated and modelled legacy measurement metrics being used by OOH companies have hindered confidence in the channel. Robin Arnold [pictured], Chief Technology Officer for LENS Technology & Analytics explores the few hero systems emerging to bring trust back to the channel. What do marketers really want? It’s a hard, nuanced question that has many answers. […]


by B&T Magazine

B&T Magazine