Independent ad exchange Index Exchange (IX) has become the first exchange to be live with LiveRamp IdentityLink globally, with support most recently extended to the UK, Europe, and Asia-Pacific.
Through this integration, Index Exchange and LiveRamp provide global marketers with a permissioned, people-based advertising solution to third-party cookies.
The ability to transact on a LiveRamp IdentityLink in the United States and Canada has been enabled by Index Exchange since late 2018.
The integration will now also be available across the United Kingdom, France, Germany, Italy, Spain, the Netherlands, Australia, Singapore and Japan.
“As we move beyond the third-party cookie and towards people-based buying, digital advertising products must be built on the foundation of consumer trust,” Index Exchange vice president of product Mike O’Sullivan says.
“This evolution in our partnership with LiveRamp is a massive step in our quest to bring people-based buying to the open web to the global marketplace, and we’re proud to have done so in a way that preserves consumer privacy and security.”
The partnership will also enable demand-side platforms that transact on LiveRamp IdentityLink to implement cross-device, omnichannel media buying while allowing marketers to activate their first-party data through IX’s Matched Audiences.
“Enabling transactions on LiveRamp IdentityLink globally means scale and ease of use across multiple regions,” LiveRamp senior vice president, addressability and ecosystem Travis Clinger says.
“We’re eager to see LiveRamp IdentityLink become a critical enabler of digital advertising, and we expect accelerated adoption now that buyers are able to access their audiences internationally.”
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