Back to Blog

LiveRamp Enhances Its Authenticated Identity Infrastructure to Support Unified ID 2.0

  • 3 min read

Industry collaboration is imperative to ensuring the success of a fair, competitive, and open internet centered on a value exchange between content providers (publishers) and consumers. In parallel, privacy regulations and policy changes from browsers and device makers are requiring greater transparency to meet evolving consumer preferences. With this in mind, we are excited to announce an expanded collaboration with The Trade Desk to enhance our Authenticated Identity Infrastructure with the inclusion of Unified ID 2.0. Constituencies across the digital ecosystem—including brands and publishers—will be able to derive business-critical value from this global partnership.* 

For marketers

Marketers who work with both LiveRamp and The Trade Desk can bid on LiveRamp’s identifier within The Trade Desk’s platform, giving them increased access to addressable inventory as well as people-based frequency capping and suppression across all devices (desktop, mobile, connected TV) and formats (display, in-app, video)—all without cookies. This translates to greater media efficiencies and higher return on investment (ROI) while also enabling transparent measurement across all environments.

Marketers also get the added value of transacting on our identity infrastructure, which has proven to perform better than third-party cookies on every dimension: reach, return on ad spend (ROAS), cost-per-page-view, and increased average order value, to name a few. Check out our Fitbit case study as an example of what is possible.

For publishers

Publishers who deploy LiveRamp’s Authenticated Traffic Solution (ATS) will make their inventory targetable and measurable without cookies or other device identifiers. Our collaboration with The Trade Desk enables advertisers to buy addressable audiences on both LiveRamp’s pseudonymous, people-based identifier and the Unified ID 2.0, which will drive demand for inventory across display, mobile in-app, and connected TV. Because advertisers can deliver personalised experiences without compromising consumer privacy, improve engagement, and increase ROAS, publishers can set CPMs that reflect the true value of their audiences.

Publishers and marketers aren’t the only ones who benefit. Consumers, too, can expect more personalised experiences while maintaining choice and control over their data. This signifies a meaningful step forward towards the vision of a trusted ecosystem.

Accelerating industry momentum

Our expanded relationship with The Trade Desk underscores LiveRamp’s commitment to delivering a neutral, open, and interoperable infrastructure that our partners and customers can build on with confidence. LiveRamp’s identity translation technology connects data across identity solutions while preserving consumer privacy and data security. This infrastructure accelerates industry momentum toward a new trusted ecosystem that’s better for advertisers, publishers, consumers, and the companies that serve them. 

To date, more than 215 publishers worldwide have adopted ATS, including 65% of the US Comscore top 20 and 60% of the US Comscore top 50. Additionally, more than 25 supply-side platforms have adopted the LiveRamp infrastructure, which will make LiveRamp’s identifier and Unified ID 2.0 available in the bidstream. We expect today’s announcement to rapidly accelerate the number of advertisers running campaigns targeting publishers’ authenticated users and the number of publishers adopting ATS. 

In a press release issued today, Scott Howe, LiveRamp CEO, stated, “We purposely designed ATS to be essential addressability infrastructure capable of supporting multiple identifiers in a neutral and interoperable way. The combined demand from The Trade Desk, the largest independent demand-side platform, and the 400+ global brands using LiveRamp, enables publishers and advertisers to maintain business continuity during the transition to a post-cookie environment.” 

LiveRamp is committed to remaining open and neutral, and to promoting a healthy and competitive ecosystem.

*Ready to learn when this will be available in your region? Send us an email at [email protected].