Research commissioned by data connectivity platform LiveRamp shows that advertisers using its Authenticated Traffic Solution (ATS) can achieve an ROI of 343 per cent.
The platform uses pseudonymised identifiers with the purpose of connecting marketers with people rather than cookies. The company claims that this helps organisations
to spend their digital advertising budget more efficiently by better targeting customers, as well as supporting them with the transition to a cookie-free world.
According to Scott Howe, CEO of LiveRamp, “The digital industry is undergoing massive shifts with the end of third-party cookies and mobile device identifiers. We set out to create the neutral and interoperable infrastructure for this new era, and the incredible, worldwide adoption of ATS proves we’ve done just that.”
LiveRamp announced yesterday that its Authenticated Traffic Solution (ATS) has been adopted by more than 400 publishers and 70 platforms worldwide.
“Simply put, ATS places publishers and marketers in control of their data. It generates better results for marketers, higher yields for publishers and provides the opportunity for greater transparency,” says Howe.
Publishers using ATS include Microsoft Advertising, Realtor.com, CafeMedia and Tubi, with Cricket Australia being the first in-app publisher signed in Australia.
According to Mark Rotblat, Chief Revenue Officer at Tubi, LiveRamps’s ATS helps to ensure that the advertising is “relevant”, considering the variety of streaming environments that TV viewers have become accustomed to. He says, “LiveRamp helps enable authenticated, first-party relationships with our viewers so we can continue to deliver impactful experiences, at scale.”
Paul Bannister, CSO of CafeMedia, talks to the higher yields generated by authenticated audiences, as opposed to third-party cookies.
“We’re enabling our thousands of media brands to grow revenue by activating first-party data in a safe and privacy-centric manner, without having to worry about data leakage, particularly because of LiveRamp’s robust publisher data control technology,” says Bannister.
According to Travis Clinger, LiveRamp SVP of addressability and ecosystem, “It’s indisputable that authentications translate into higher-value inventory and better performance. Those who adopt an authentication strategy now will gain a significant competitive advantage in replacing mobile IDs, cookies and other problematic identifiers that do not prioritise consumer privacy.”