A leading data connectivity platform, LiveRamp, announced a complete integration of Yieldmo, the SMART Exchange that improves the value of inventory by reimagining how each unique impression behaves beyond keywords and content. Publishers can benefit from one-stop shopping for contextual and addressability through LiveRamp’s Authenticated Traffic solution (ATS) supported by Yieldmo.
The partnership demonstrates that contextual and addressable technologies are not only compatible but also advantageous; publishers can take advantage of addressability, while brands can use contextual advertising.
Travis Clinger, SVP and head of addressability and ecosystem at LiveRamp, said, “There is a lot of competing noise in the industry right now that revolves around when outdated identifiers, like the third-party cookie, will be deprecated. But that isn’t where our focus should be. Our focus, as an industry, should be on supporting identity solutions that simply work better right now. Our neutral and interoperable solution gives both marketers and publishers choice and control over how they want to buy and measure media and connect their data across the internet. And the best part? It performs better across key KPIs.”
The ATS was designed for longevity. As a result of its purpose-built design, it supports privacy regulations currently in place and prepares for those that are in the future, reinforcing a transparent value exchange. The authenticity-based solutions with an emphasis on transparency often translate into a higher-value inventory and better data. With ATS, campaigns run better, are accessible on Safari,
Firefox, and Edge, and marketers are set up for future success. In addition, publishers who implement an authentication strategy now will gain an important competitive advantage. Mobile IDs, cookies, and other problematic identifiers that fail to prioritize consumer privacy will be replaced, while the customer experience is improved.
The chief revenue officer & GM, Exchange of Yieldmo, said, “Yieldmo and LiveRamp are committed to supporting the open web with privacy-first solutions that work for buyers, content creators, and users. This partnership underscores that commitment, and further demonstrates the importance of investing in sustainable, modern identity solutions that provide publishers with more paths to monetization while giving buyers greater targeting scale and returns.”
More than 1,100 publishers from the Comscore top 5,000 are using the ATS to reach customers and measure campaign outcomes without third-party cookies. In initial tests, LiveRamp showed a 40% increase in CPMs on authenticated impressions in clients such as Microsoft Advertising, which is the world’s second-largest publisher.