Digital technology company PubMatic and data connectivity platform LiveRamp have joined forces to provide a digital advertising offering for a post-cookie world.
PubMatic's Identity Hub, which enables advertisers to deploy any digital identity solution in the market, will integrate with LiveRamp's data platform.
The partnership brings audience addressability, scale and performance to demand-side platforms (DSPs) and advertisers across the US, Europe and the Asia-Pacific region on the PubMatic platform.
The integration is enabled across the open web and will soon be available on mobile in-app and connected TV (CTV), resulting in improved inventory monetization for publishers, while paving the way for a cookieless future.
“For the better part of this year, a lot of industry chatter has revolved around the deprecation of the third-party cookie. While that deadline still looms, we are also beginning to see increasing restrictions of device identifiers and new forms of inventory,” LiveRamp senior vice president, head of addressability and ecosystem Travis Clinger says.
“This reinforces the need for people-based identifiers and interoperable solutions that maintain neutrality and preserve the consumer experience.
"With PubMatic as one of our largest supply-side platform partners, we can further scale identity resolution across channels globally – bringing value to publishers and buyers – while creating a trusted ecosystem that benefits all, especially the consumer.”
The partnership will offer safety, transparency, effectiveness, and consumer privacy compliance with LiveRamp providing data connectivity and identity resolution.
LiveRamp's identity resolution the assignment of universal IDs to customers across the web that will supplant cookies while being privacy-regulation compliant.
“We are looking forward to bringing people-based addressability not just to the web and mobile apps, but also to CTV with LiveRamp’s wide coverage in the buyer community and strong focus on user privacy,” PubMatic vice president of marketplace Andrew Baron says.
“Through this global partnership with LiveRamp, we will offer significantly higher reach and user addressability for buyers across channels and superior monetization capabilities to publishers. This is crucial as adoption grows for alternatives to the third-party cookie within the digital advertising ecosystem.”
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