Although data regulations place publishers’ business models under immense pressure it also serves as a catalyst for the industry moving forward as strategies are lean towards consented engagement between consumers and marketers.
To address this, publisher solutions platform LiveRamp has unveiled a global suite of solutions for publishers to build direct and trusted relationships with their audience, while improving privacy-first monetisation methods.
Over the last few years, LiveRamp has championed the movement towards an open, privacy-compliant scaled identity, and such, the platform has launched a number of interconnected solutions, including:
- Helping launch the Advertising ID Consortium
- Enabling IdentityLink on the supply and demand sides of the RTB bidstream
- Launching the Open Internet Measurement Initiative to ensure sustainable outcome-based marketing in the digital ecosystem
The latest solution features the Authenticated Traffic Solution (ATS). Rooted in reader authentication with publishers. ATS provides visibility and control for readers and delivers enhanced audience addressability in cookieless environments for publishers.
Speaking at the launch at RampUp last week (November 19), Warren Jenson – president, CFO, and executive managing director of international at LiveRamp stated that it is every publisher’s right to maintain a direct, trusted relationship with their readers.
“People-based marketing needs a privacy-first, transparent solution rooted in user authentication,” he said; “This solution is an innovative path to a fair value exchange, a renewed relationship between publishers and readers, whereby the latter can access free content they want while publishers can maintain sustainable business models that fund the development of high-quality content.”
Responding to the solution, Jeremy Steinberg, global head of ecosystem at MediaMath said: “As an industry, we need to find new ways to limit advertising waste, fraud, and arbitrage so we ensure real people are looking at real and relevant ads on real content properties. This is something we are partnering with LiveRamp to achieve through our SOURCE by MediaMath offering, which is designed to make the media supply chain 100% accountable and addressable for brands, agencies and content owners, and tools such as LiveRamp for Publishers.”
“Publishers face a multitude of challenges in generating the most yield from their inventory. The debut of LiveRamp’s publisher suite takes into account the needs of publishers, advertisers and most importantly, consumers and is another step in the right direction to ensure a fair and balanced global ecosystem” added Len Ostroff, SVP Global Partnerships and Alliances at Criteo.