Samsung Ads and Epsilon Partner for First-Party Data Advancements

Samsung Electronics’ advanced advertising division, Samsung Ads, recently announced a partnership with Epsilon, a leading provider of advertising and marketing technology worldwide. The partnership promises to provide brands with cutting-edge TV viewership data, network reach, precise activation, and measurement. Brands can access distinctive audiences produced from transactional and demographic data thanks to the connection. For activation across Samsung’s brand-safe Smart TV, connected TV (CTV), and mobile inventories, it also provides a brand’s own first-party data. Additionally, the collaboration enables businesses to use Epsilon audiences to launch ads across the US Samsung Ads Smart TV Ecosystem.

Samsung Ads and Epsilon’s first-party data integration

As the advertising sector gets ready to function in an age without third-party cookies and identifiers, collaboration will become increasingly crucial. This announcement mostly relies on first-party data. It provides the framework for exact ad targeting and campaign execution. It makes it possible to create unique segments. The relationship with Epsilon is a significant accomplishment for Samsung Ads. To improve precision, the new integration provides a direct one-on-one match. It also does away with the requirement for third-party data or crosswalks utilizing Epsilon segments. It improves productivity, generates cost savings, and streamlines business operations, adding value. With the help of top measurement partners, ads are measured using industry-standard Samsung measurement procedures. They differ according to the goals of the campaign, key performance indicators (KPIs), intended results, and other pertinent variables.

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Epsilon database

250 million verified US consumers are included in Epsilon’s consumer database. The volume of consumer data gives businesses the chance to identify and communicate effectively with each customer across channels. Additionally, it gives organizations the ability to monitor the success of their marketing initiatives while ensuring that consumer data is kept safe and secure at all times.

Here’s what they said

Epsilon general manager of data solutions Dennis Self said

Epsilon’s partnership with Samsung Ads provides a seamless experience for marketers who are looking to activate Epsilon’s audiences and their first-party data in CTV environments. Our unique audiences provide marketers with confidence that they’ll reach the right people at the right time with messages that matter, removing barriers to activation while simultaneously creating increased demand for CTV campaigns.

Courtney Howell, head of agency development at Samsung Ads commented,

Samsung Ads’s platform, device ecosystem and media assets, including Samsung TV Plus, are critical to reaching consumers across CTV. Through our direct integration with Epsilon, brands can leverage the Samsung TV universe and engaged audience to make CTV campaigns even more powerful. This partnership represents a milestone for Samsung Ads’ ongoing relationship with Epsilon to give even more brands and agencies the ability to immediately activate against our Smart TV footprint with improved measurement and attribution solutions. Our partnership with Epsilon also means that any brands working with Samsung Ads can expect a faster, more seamless execution, combined with the ability to leverage our leading TV data and scale to power CTV campaigns that drive significant performance.

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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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