LiveRamp – Epsilon Pave Way for Privacy-Compliant Advertising
Publishers now have a mechanism to provide authorized advertising that complies with privacy laws thanks to a partnership LiveRamp has established with the leading worldwide provider of advertising and marketing technology, Epsilon. Epsilon improves user privacy while empowering brands to access targeted inventory and publishers to increase revenue.
LiveRamp’s Authenticated Traffic Solution (ATS) and Epsilon’s PubLink
The new capacity makes use of technologies from both organizations’ respective firms. Publishers can link first-party user data with LiveRamp’s unified identity architecture using the company’s ATS. Additionally, it permits privacy-conscious, advertising on validated inventory. ATS uses LiveRamp’s pseudonymous identification RampID to provide addressable inventory without the use of third-party cookies or mobile identifiers. It makes it possible to promote to actual individuals in browsers like Chrome, Safari, and Firefox.
PubLink leverages a publisher’s hashed authentication data to recognize site visitors in a way that protects their privacy and is powered by Epsilon’s identification solution CORE ID. It stands in for a site visitor and can be used later on by advertising to target particular consumers with messages. Epsilon’s CORE ID and Ramp ID transactions are now interoperable, allowing ATS publishers to make their verified content available to more advertisers and demand-side platforms. Additionally, LiveRamp users can continue activating Epsilon Digital by using RampID to programmatically access authenticated inventory. It is planned to make it possible for publishers to identify verified customers without the use of cookies and to open up more revenue-generating inventory to offer more individualized ad experiences.
Additionally, the agreement enables publishers to connect to Epsilon Digital’s advertiser demand, servicing Epsilon’s clients including worldwide brands and those of its parent business, Publicis Groupe. Additionally, the collaboration makes implementation easier without requiring extra configuration, resources, or costs. It also complies with privacy laws everywhere.
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Benefits of publishers adopting PubLink and ATS
Cost-free and simple execution
Because PubLink and ATS are interoperable, publishers that currently have ATS enabled can install PubLink without paying additional costs or using other configuration resources.
Future-ready
Publishers can plan and construct their advertising strategy sustainably in anticipation of third-party cookies and other signals.
Privacy and Compliance
LiveRamp and Epsilon’s solutions prioritize privacy by design while paying attention to national, regional, and international privacy rules.
Here’s what they said
Chad Peplinski, Chief Media Officer at Epsilon said,
We believe in solutions that benefit everyone across the open web, with privacy being of utmost importance. Our collaboration propels the industry forward, and our work with LiveRamp will offer immediate benefits to publishers, advertisers, and site visitors alike. By prioritizing privacy at every step, our partnership allows publishers to access our industry-leading solutions and realize their monetization advantages without requiring any additional technological or financial investment, ensuring that user data is secure and protected.
Travis Clinger, SVP, of Activations and Addressability at LiveRamp said,
Facing a complex macroeconomic climate and big-picture shifts like signal deprecation, publishers must be dynamic and prioritize sustainable, forward-looking strategies. Publishers can leverage authenticated identity to better monetize their inventory, and LiveRamp’s partnership with Epsilon connects their authenticated inventory with even more advertiser demand. I’m thrilled to continue our commitment to interoperability by now supporting Epsilon’s PubLink with ATS in addition to The Trade Desk’s UID 2.0 / EUID and Google Display & Video 360’s PAIR via an add-on module.
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