TripleLift Partners with LiveRamp to Bring Enhanced Addressability to the Open Web
January 28 2020 - 7:00AM
TripleLift, the technology company that invents, powers and scales
ads that earn consumer attention, has partnered with LiveRamp®
(NYSE: RAMP), the trusted platform that makes data accessible and
meaningful. With this partnership, marketers will be able to
leverage native creative executions with enhanced addressability
for targeting and measurement capabilities on the open web,
matching the quality and performance of walled gardens. For
publishers, identity resolution promises to unlock a great share of
digital ad spend and this solution is available today.
Marketers continue to lean into walled gardens because 100
percent of their users are logged-in, which allows for precise and
accurate targeting. Programmatic has long relied on fragmented
third-party cookie syncing to provide identity resolution — until
now. TripleLift’s integration of LiveRamp IdentityLinkTM (IDL) a
person-based identifier now empowers marketers to deliver their
custom native ads across the TripleLift Exchange with the same
quality and performance as within the walled gardens.
TripleLift has been the industry leader in bringing native to
the open web. The company was the first to leverage its dynamic
templating and computer vision technologies to flawlessly deliver
and scale in-feed native ads that match the look and feel of a
publisher’s page. Today, TripleLift stands as the largest
independent native exchange according to Google, programmatically
powering the world’s largest publishers and apps.
“We’re excited to be the first native exchange to offer
people-based buying through LiveRamp’s IdentityLink and ATS,” said
Ari Lewine, Co-Founder and Chief Strategy Officer of TripleLift.
“We are focused on offering consumer-first approaches to
programmatic in a world where third-party cookies are less useful.”
And this integration couldn’t be more timely. On January 14, 2020,
Google announced that Chrome would block third-party cookies within
two years — giving a long but decisive timeline to a reality that
will forever change programmatic targeting, attribution and
measurement.
IdentityLink, coupled with LiveRamp’s Authenticated Traffic
Solution (ATS), is the next step in delivering full end-to-end,
people-based addressability on the open web. ATS provides a
privacy-first and transparent solution rooted in user
authentication with publishers. The joint solution helps publishers
prepare for evolving privacy regulations and future-proof against
browser-based cookie policies. It’s more important than ever to
support publishers in unlocking new revenue streams, building
first-party data strategies to maintain programmatic yield to keep
them profitable and ultimately, ensuring a thriving open web.
“It’s critical that we strike the right balance between
delivering a pristine, personalized and privacy-safe digital
experience to our readers, while simultaneously attracting
advertiser attention and dollars,” said Alvaro Palacios, COO and
CFO at Newsweek. “Thanks to the partnership between TripleLift and
LiveRamp, we’re able to extend our programmatic footprint, powered
by people-based marketing, while maximizing output and maintaining
our brand authenticity.”
IdentityLink matches user activity at the person level across
devices and browsers with deterministic accuracy, allowing for a
level of targeting effectiveness and more accurate measurement that
has previously never been possible on the open web. ATS allows
publishers to match consented user data with a LiveRamp
IdentityLink in real time, which enables people-based advertising
on cookie-less inventory across the open internet. It provides
enhanced user privacy by offering control over how their data is
being used with a single opt-out that applies to platforms and
publishers that leverage IdentityLink.
“Google’s announcement to discontinue support for third-party
cookies in Chrome did not catch us off guard. LiveRamp has been
actively taking steps over the last several years to move beyond
the expected evolution from the cookie-based model. LiveRamp,
TripleLift and a large number of technology platforms and
publishers stepped forward to create new infrastructure that
provides solutions to build a new, safer internet,” said Travis
Clinger, Vice President of Global Strategy and Partnerships.
“Through our partnership with TripleLift, we’re unlocking more
personalized engagement with consumers, powered by accurate,
deterministic data and enabling better targeting and measurement
for marketers. Consented addressability is the only path forward
for publishers and the open web, led by durable, people-based
identifiers.”
About TripleLiftTripleLift is the technology company that
invents, powers and scales ads that earn consumer attention. Having
set the standard for respectful advertising, the company leverages
its dynamic templating and computer vision technologies to
flawlessly deliver and scale in-feed native ads, branded content
experiences and programmatic OTT brand integrations that match the
look and feel of the content that is being consumed. TripleLift is
reshaping the digital advertising landscape with consumer-centric
advertising that drives results for advertisers and unlocks new
revenue streams for digital media publishers, app developers and
television networks. Headquartered in New York City, TripleLift has
offices across North America, Europe and Asia Pacific. For more
information about TripleLift, please visit triplelift.com
About NewsweekNewsweek is the modern global digital news
organization built around the iconic, 85-year-old American
magazine. Newsweek reaches more than 30 million people each month
across a dozen print and digital platforms. Headquartered in New
York City, Newsweek also publishes international editions in EMEA
and Asia.
About LiveRampLiveRamp provides the identity platform leveraged
by brands and their partners to deliver innovative products and
exceptional experiences. Powered by its core capabilities in data
accessibility, identity, connectivity, and data stewardship,
LiveRamp makes it easy to connect the world’s data, people and
applications. For more information, visit www.LiveRamp.com.
Media Contacts:
Kristen Napoliknapoli@triplelift.com 646-392-8854
Alyssa Niemiec on behalf of LiveRampliveramp@havasformula.com
619-234-0345
LiveRamp (NYSE:RAMP)
Historical Stock Chart
From Mar 2024 to Apr 2024
LiveRamp (NYSE:RAMP)
Historical Stock Chart
From Apr 2023 to Apr 2024