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.
Read More: LiveRamp – Pinterest Team Up For Enhanced Global Integration
LiveRamp – Pinterest Team Up For Enhanced Global Integration
LiveRamp, a leading data collaboration platform, and Pinterest strengthened their partnership to give advertisers with improved global integration. Marketers will be able to target foreign consumers on Pinterest as a result of this collaboration. The alliance will make use of RampID, LiveRamp’s pseudonymous people-based identity.
LiveRamp and Pinterest primarily announced the arrangement earlier this year. According to the statement, it would use LiveRamp’s interoperable clean room technology as a shared area for marketers, publishers, merchants, and data owners to improve measurement without compromising data safety. The data cooperation tool provides marketers with a safe and secure platform to link certain first-party and Pinterest data in an encrypted environment.
How will Advertisers benefit?
Advertisers will benefit from improved measurement and analytics as a result of the Pinterest-LiveRamp integration. It will increase the number of options for brands to gain an advantage from first-party data. CPG buyers will use this partnership to reach their customers through retail media channels such as Carrefour and Albertsons. Marketers will gain from the integration since it will provide high-performance results, ROI, and perceptual insights.
Advertisers are emphasizing cookie-free marketing ahead of the 2024 deadline to eliminate third-party cookies from Chrome due to continued privacy concerns. This collaboration will provide them with LiveRamp’s 100% cookie-free implementation with Pinterest. Furthermore, it enables people-focused marketing, in which marketers do not have to give up control over consumers’ private data or disclose information beyond their business.
Why Pinterest?
Pinterest hosts more than 465 million users who visit the platform each month to get inspiration. It can be to discover products or services for their homes, holidays, etc. Advertisers aim to be discovered during each touchpoint of the planning stage. On Pinterest, advertisers can reach the right consumers and influence their decision by turning them into potential consumers for the brand.
Here’s what they said
Bill Watkins, Chief Revenue Officer at Pinterest said,
We’re excited to continue building on the momentum of our privacy-centric data collaboration and measurement partnerships with LiveRamp. We’re now enabling even more marketers around the world to activate on Pinterest without compromising on control or privacy. Global marketers can build better campaigns with LiveRamp and Pinterest today. They can also build campaigns with the confidence that this partnership is sustainable beyond third-party cookie deprecation and other ecosystem shifts.
Travis Clinger, SVP of Activations & Addressability, LiveRamp said,
In this evolving macroeconomic climate, every dollar marketers spend must be addressable and measurable, and we’re excited to offer marketers across the world the ability to seamlessly leverage RampID for people-based marketing on Pinterest, enabling better campaigns and better measurement. By building on identity that can power better data collaboration in the future, marketers can begin building enduring brand and business value.
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