LIVERAMP-YAHOO PARTNERSHIP SCALES ADDRESSABILITY ACROSS AD ECOSYSTEM

KUALA LUMPUR, Oct 17 (Bernama) -- LiveRamp, the data collaboration platform, and Yahoo announced an expanded partnership to scale addressability, and enhance reach and interoperability within the advertising ecosystem.

With this partnership, publishers using LiveRamp’s Authenticated Traffic Solution (ATS) will now be able to take advantage of cookieless identity solution, Yahoo ConnectID, and unlock additional addressable demand.

Furthermore, brands that leverage the Yahoo Demand Side Platforms (DSP) can achieve greater reach through Yahoo ConnectID, which benefits from RampID and the expanded scale of LiveRamp’s Authenticated Traffic Solution.

LiveRamp Senior Vice President, Activations and Addressability, Travis Clinger said Yahoo is a powerful advocate for authenticated identity, and the connectivity enable across its DSP and Yahoo ConnectID will help make the post-signal world a better experience for marketers than the world of today.

“Marketers and publishers now have even more flexibility to engage, personalise, and measure their customer journey,” he said in a statement.

Publishers and marketers can benefit from this partnership without any additional configuration or resources for authenticated audiences at scale, delivering customised experiences everywhere it matters.

Publishers who have adopted LiveRamp’s Authenticated Traffic Solution will be able to integrate with Yahoo ConnectID with minimal effort and better monetise their addressable supply. Hence, they should expect an increased monetisation on their authenticated inventory via Authenticated Traffic Solution as Yahoo ConnectID will now be available as an identifier.

Meanwhile, marketers looking for post-signal loss solutions will have increased reach of authenticated users across publishers that have adopted RampID and/or Yahoo ConnectID via the Yahoo DSP.

More than 450 brands already work with LiveRamp to use their first-party data to personalise consumer experiences.

-- BERNAMA