LiveRamp Names Former ViacomCBS Exec Jason White As SVP, Head of Publishers
April 16 2020 - 8:30AM
Business Wire
White to Scale LiveRamp’s Global Publisher
Business and Further Accelerate the Authenticated Traffic
Solution
LiveRamp® (NYSE: RAMP), the leading global data connectivity
platform, today announced the appointment of Jason White, former
executive vice president and general manager of global programmatic
at ViacomCBS, as its senior vice president and head of publishers.
In his new role, White will oversee the accelerated publisher
adoption of LiveRamp’s Authenticated Traffic Solution (ATS), and
reinforce the company’s commitment to helping publishers grow
revenue streams, optimize yield, and demonstrate marketing
value.
Publishers today face numerous headwinds. The deprecation of
third-party cookies, expanding data privacy regulation, and
dominance of walled gardens have all strained publisher
relationships across constituents, namely advertisers and
consumers. Add to that the current economic climate and global
health crisis, now is the time for publishers to reevaluate their
strategies. In fact, 88% expect to miss their forecasts this year
due to the pandemic.
“With increased pressure on publishers due to economic and
industry challenges, Jason’s proven track record of implementing
best-in-breed publisher strategies adds tremendous firepower to our
roster at a critical time,” said LiveRamp Chief Strategy Officer,
David Eisenberg. “We are committed to building a trusted ecosystem
that prioritizes consumer trust and business continuity in a
post-cookie world. There’s no one better suited than Jason to help
us make good on that promise.”
Today, up to 40% of browser inventory is already
cookieless—another indicator of the rapid progression toward a
post-cookie internet, recession or not. Without the ability to
identify visitors using third-party cookies, publishers will be
unable to sustain, let alone grow yields for high-value
audiences.
“The entire advertising ecosystem needs to be rearchitected to
make it more secure, transparent and efficient. We need a better
model that serves advertisers, publishers, platforms, and most
importantly, consumers,” commented White. “LiveRamp has
demonstrated impressive momentum with ATS, and I’m a firm believer
that it is the solution that will put publishers in the driver’s
seat in a cookieless world, especially as LiveRamp works with 400+
of the top advertisers. We must continue to provide publishers
access to as much of these budgets as possible, while supporting
premium content and the democratization of information so that we
can keep the internet free.”
Activating a first-party data and authentication strategy is a
top priority for publishers, especially amidst the loss of
third-party cookies. Accordingly, LiveRamp debuted ATS last year,
which allows publishers to match consented user data with a
LiveRamp IdentityLink™. The company has built a new infrastructure
for a post-cookie world enabling people-based advertising on
authenticated inventory across web, mobile, TV, and beyond. ATS
represents a better way to buy, sell and bid on media, and has
experienced notable traction in-market. To-date LiveRamp has signed
on 39 publishers globally, spanning the US, UK, France, Spain,
Italy, and Japan and reaching 16 billion daily impressions across
8,000 websites. IdentityLink and enabling buying and measuring on
IDL has also been implemented or is being adopted by 34 DSPs and 15
SSPs.
“We need a champion for publisher-supported advertising, someone
who has lived and breathed these challenges first-hand and knows
how to solve them. Jason is going to be that person for us and for
the industry at-large,” said Travis Clinger, Senior Vice President,
Addressability and Ecosystem, LiveRamp.
Before ViacomCBS, White held leadership roles at OpenX and FOX
Audience Network, where he helped build its third-party network and
first real-time bidding exchange.
Those interested in learning more about LiveRamp’s ATS are
encouraged to visit
https://liveramp.com/our-platform/identity-resolution/authenticated-traffic-solution-ats/.
About LiveRamp
LiveRamp provides the data connectivity 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.
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Michelle Millsap 619-857-2384 liveramp@havasformula.com
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