Yahoo and LiveRamp Expand Partnership, Scaling Addressability
Yahoo and LiveRamp, a top data cooperation platform that connects data from many platforms, including DSPs and DMPs, while focusing on identity resolution and data onboarding, have announced an expanded partnership. The collaboration will increase reach and interoperability throughout the advertising ecosystem while scaling addressability. Additionally, it will make addressable inventory more widely accessible. With the help of this partnership, publishers employing LiveRamp’s Authenticated Traffic Solution (ATS) will be able to benefit from Yahoo ConnectID‘s cookie-free identity solution and open up new addressable demand.
Brands can leverage Yahoo ConnectID for addressable inventory
Through Yahoo ConnectID, which gains from RampID and the enhanced scale of LiveRamp’s Authenticated Traffic Solution, brands who use the Yahoo DSP can expand their reach. 30,000 publishers have embraced Yahoo ConnectID, which has been connected to more than 30 of the largest industry data platforms. It is supported by direct consumer relationships with approximately 200 million authenticated users in the U.S. Additionally, it will make all Yahoo-owned-and-operated properties’ addressable inventory available across all channels. RampID and LiveRamp’s Authenticated Traffic Solution enable authenticated addressability across browsers, mobile devices, and CTV, at scale over hundreds of destinations, and power LiveRamp’s person-based approach to identity.
Read More: Yahoo Partners with Amplified Intelligence for Attention Measurement
Publishers benefits
Without requiring any additional configuration or resources for authorized viewers at scale, publishers and advertisers may profit from this relationship. Additionally, it will deliver personalized experiences wherever they matter. As Yahoo ConnectID will now be available as an identifier, publishers should anticipate experiencing improved monetization on their authenticated inventory via ATS. Additionally, through the Yahoo DSP, marketers seeking post-signal loss solutions will have greater access to authenticated customers across publishers who have embraced RampID and/or Yahoo ConnectID. Clients will be able to maintain data control, forge closer connections with their customers, and add value throughout the customer journey. More than 450 brands now use LiveRamp to customize consumer experiences using their first-party data.
Here’s what they said
Elizabeth Herbst-Brady, Chief Revenue Officer at Yahoo said,
We strongly believe in authenticated addressability, and this partnership enables greater reach that will endure beyond third-party signal loss. We’re making it easier for marketers and publishers to leverage these solutions and maximize results, while simultaneously supporting more seamless transactions across the open web.
Travis Clinger, SVP, Activations, and Addressability, LiveRamp commented,
Yahoo is a powerful advocate for authenticated identity, and the connectivity we’re partnering to enable across their DSP and Yahoo ConnectID will help make the post-signal world a better experience for marketers than the world of today. Marketers and publishers now have even more flexibility to engage, personalize, and measure their customer journey.
Read More: Yahoo Partners with VIOOH for prDOOH and Twilio for First-Party Ad Reach
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.
Read more: Zeotap Data Joins TikTok to Enhance Targeting And Boost Ad Campaign
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
