OpenX and LiveRamp expand US partnership to Australia

Identity platform LiveRamp has announced its partnership with programmatic advertising technology company OpenX into Australia.

The partnership will provide Aussie marketers with access to LiveRamp’s Authenticated Identity Infrastructure, which helps advertisers reach audience segments.

The integration will also allow marketers to increase their addressable reach, and engage with their audiences across thousands of publishers’ inventory, including web, in-app, and connected TV (CTV) through the OpenX exchange.

OpenX director for ANZ, Mitch Greenway, LiveRamp ANZ VP enterprise sales, Deb O’Sullivan

OpenX director of ANZ, Mitch Greenway, said: “Like the rest of the world, Australian marketers are looking for audience targeting solutions that are data-driven, reliable and scalable.

“LiveRamp and OpenX have built a partnership that has already driven fantastic results for brands and agencies in other markets, and by expanding our work to ANZ, marketers here will now have what we believe is one of the best possible ways to scale a people-based campaign.

“We know what kind of results this will deliver, and it’s a great opportunity for marketers here to reduce their reliance on the walled gardens.”

By partnering with LiveRamp and OpenX, marketers can create relevant, people-based audiences, and then activate these audiences at scale while respecting consumer privacy.

LiveRamp’s solution also aims to help marketers end reliance on third-party cookies, while maintaining the ability to reach their audiences on premium, addressable inventory.

LiveRamp ANZ VP enterprise sales, Deb O’Sullivan, said: “We have already seen promising success partnering with OpenX across campaigns in the United States, and we look forward to scaling those efforts internationally in Australia.

“With our solution now live and running in both markets, we further accelerate progress to help bridge the gap between media buying of the past and more performative media buying in the future.”

LiveRamp’s OpenX integration gives marketers multiple options to activate their addressable, people-based campaigns, including buying directly from demand-side platforms (DSPs) that have also integrated LiveRamp, or work with their DSP of choice via an OpenX Deal ID.

More than 340 global publishers have signed on to LiveRamp’s Authenticated Traffic Solution, and LiveRamp applies identity to 22 billion biddable impressions per day.

Matterkindhead of partnerships, Flaminia Sapori, said: “Data-driven, people-based, audience targeting on the open web has come a long way in recent years and by working with solutions like LiveRamp Authenticated Identity Infrastructure, we’re able to help our clients reach and engage their customers with a level of precision that drives real results.

“Global partnerships like the one being announced by OpenX give advertisers the ability to achieve additional scale and flexibility within a people-based environment which, as we look at sunsetting the cookie this year, will unlock even more value and opportunity for brands.”


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