The rush to replace third-party cookies with alternative identifiers is increasing as a result of the initiatives of individual suppliers and industry groups. While publishers and advertisers face competing identity sources, Tapped recently announced Switchboard, a module to facilitate interoperability between these new IDs.
Live Ramp is one of the biggest and famous players in the data-driven CX space and yes, it has an identity solution. We wonder why they haven’t become a PBX partner yet.
Why Live Ramp is not part of the control panel
Live Ramp does not deny the possibility of joining the PABX in the future.
Live Ramp ATS
The identified Live Ramp is also is known as Authenticated Traffic Solution or ATS. LiveRamp’s mission is to connect marketing data to publisher inventory across all channels so marketers can use the first, second, and third data to tailor the customer’s journey through the warehouse and measure campaign success.
“In recent years, we have invested heavily in our certified traffic solution, ATS, which allows publishers to link their identity (a user with access to the New York Times or Washington Post) to our human platform. ATS continues. Log into the ATS network so that the sales team is everywhere with third-party cookies
Anonymous traffic, consisting of users who cannot access websites, bypasses ATS. But you can sign up at different times, for example by clicking on a link to a newsletter, signing up for SMS notifications, or by using a widget on the website. Get involved in important comments or discussions, reach out to the editor, and receive content in exchange for elements of your identity.
The contextual alternative
There are many conflicting views about the effectiveness of contextual advertising, the established practice of assuming that the public is interested in certain types of products or services for certain types of content. Think beer ads for NFL games or just ‘soap’. With responsibility at stake, it was inevitable to rethink contextual advertising.
” “CPM [in Chrome] is down 60 percent. In our conversations with SSPs, we heard more than 90 percent. Marketers want to be accountable, they don’t want contextual information.”
Contextual meetings are responsible
But contextual advertising combined with responsibility? That is another question. Last week, Live Ramp announced a partnership with the international contextual advertising agency Media.net, allowing marketers to use context and responsibility together, rather than separate silos.
The context itself is not the future of the ecosystem. “ always believe that there is a possibility to link contextually with responsibility. What we do with a partnership with Media.net is that marketers can bring their first, second or third audience to Media.net and connect to the media for contextual information.
It is easier to understand with an example. Suppose a food retailer has an audience rooted in, say, its broccoli loyalty and interest program. Media.net can identify publishers with content that includes broccoli recipes.” Many publishers in the broad Media.net portfolio are already partners with ATS.
Another way to narrow the gap in consumer reach is because more and more Americans are moving beyond the reach of third-party cookies. This will not be the last.