F.Y.I.

LiveRamp and Magnite partner to power omnichannel addressability

LiveRamp and Magnite have partnered to launch a global integration that enables publishers and advertisers to leverage omnichannel addressability.

The announcement:

LiveRamp and Magnite, the world’s largest independent sell-side advertising company, today announced a global integration to enable the world’s largest publishers and advertisers to leverage omnichannel addressability across Magnite’s CTV SSP, Magnite Streaming. This integration builds on existing support of LiveRamp’s privacy-centric identifier, RampID, within Magnite DV+.

Publishers can now deploy LiveRamp’s Authenticated Traffic Solution, LiveRamp’s people-based, privacy-conscious solution, and pass RampID to Magnite Streaming to better connect their inventory to marketer data across digital display, premium video, mobile in-app, and now CTV.

As marketers look to maximize the effectiveness of their campaigns amidst signal loss, buying on RampID provides them the ability to measure every impression. Furthermore, by activating on RampID via Magnite, marketers can plan and build campaigns, directly accessing supply without reliance on the third-party cookie, mobile device ID, or IP address. Advertisers using RampID are able to better understand the customer journey, quantify true frequency and reach, and ultimately better understand what drives their business outcomes. People-based identity also enables advertisers to bring in online and offline conversion data and events to enable a truer understanding of return on ad spend (ROAS).

“LiveRamp has been at the forefront of delivering innovative identity solutions for marketers, publishers, and companies like Magnite who enable mutually beneficial outcomes for our joint clients,” said Kristen Williams, SVP, Strategic Partnerships at Magnite. “We’re excited to continue our work with LiveRamp to increase addressability for our mutual clients and enable them to find their desired audiences across all media types.”

In addition, customers of the LiveRamp Clean Room, powered by Habu, can drive growth by extending their off-site, loyalty program, or transaction-based data, and seamlessly activate their campaigns on Magnite, using RampID as the identifier powering connectivity. CPGs and retailers, for example, can collaborate to set up recurring audience activations to desired destinations, including Magnite, finding their target audiences programmatically via retailer offsite media network programs. Magnite’s support for 100% measurability on RampID means that retailers can bring exposure data back into their media network to provide fully closed loop reporting that shows the CPG how the media investment drove in-store sales.

With marketers across the world looking for these types of addressable solutions, the LiveRamp and Magnite global integration helps to drive results, no matter where customers may be located. In the 19+ markets LiveRamp and Magnite share – including in the United States, Canada, Mexico, APAC, LATAM, and EMEA, Magnite is enabled, empowering advertisers to activate their data and engage consumers with the right message at the right time.

Source: Einsteinz Communications

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