For decades, consumers, publishers and brands aligned around this premise: seeing an ad is a fair exchange for free content. The popularity of ad-free streaming platforms and ad blockers speak to the fact that this value exchange no longer works for consumers. The more free content, the better, and the only ads that should be […]
Over the last year, LiveRamp has stated that one of the next significant changes in addressability (after Google and Apple’s web and mobile announcements) would directly affect Connected TV (CTV) advertising. That change is the restriction or loss of the IP address as a means to identify an individual or household. Apple has already announced […]
Over time, we’ve noticed some of the same questions about authenticated identity returning to the forefront of customer inquiries. As such, we thought it best to share a quick myth-busting guide to address some of the recurring questions we get. MYTH: The open web doesn’t need authenticated identity The web is an enormous source of […]
The writing is on the wall for marketing strategies that rely on third-party cookies, which until now, have served as the default infrastructure for enabling digital advertising across the web and other channels. As consumers become increasingly privacy conscious, data privacy laws are becoming more comprehensive. Safari, Firefox, and Microsoft Edge have already sunsetted third-party […]
Our clients know that consumer data protection is a cornerstone for LiveRamp, and is truly foundational for our vision of a free and open internet. To create durable solutions for consumers, publishers and brands, we’re committed to understanding and anticipating the evolving regulatory landscape around these important data protections. As we close the chapter on […]
Why should publishers care about their authentication strategy? Because the industry is changing and authentications are the way publishers can grow and connect their inventory to the advertiser’s target audiences with precision. Publishers that adopt an authentication strategy will gain a competitive advantage and increase their CPMs. What is Authentication? Authentication is simply any time […]
We’re now closer than ever to the end of the third-party cookie, and in March we expect to see AppTrackingTransparency (ATT) rollout as well, changing the way mobile in-app inventory is made addressable. As a marketer or a publisher, you’ve likely been inundated with solutions for a post-cookie world and the fact is, you need […]
Fundamental changes are coming to the way publishers collect user data. But that’s not a bad thing – it opens up a golden opportunity for a more balanced first-party value exchange. Between Chrome ending support for third-party cookies and never-ending privacy legislation, the clock is ticking on current cookie-based workflows. CPMs will drop, and retargeting, […]
Establishes the industry’s only interoperable platform for data collaboration across all clouds and walled gardens For the first time, companies will have one, simple platform to measure campaigns across all programmatic and media channels as well as walled gardens, including Amazon, Google, and Facebook, and connect data seamlessly across clouds, warehouses, and clean rooms, including […]
On January 14, 2020, Google announced plans to phase out support for third-party cookies in Chrome within the next two years. This presents marketers and the adtech industry with the challenge of finding a new way to accurately identify and connect with customers on the open internet, as we move towards net neutrality. We see […]
