If the idea of letting a multitude of identity technologies bloom is going to yield favor rather than fragmentation, the industry will hope that those standards can rapidly integrate.
That is just what LiveRamp has been doing, signing its latest deal to create interoperability for its own solutions and those of Yahoo ConnectID.
In this video interview with Beet.TV at Advertising Week New York, Travis Clinger, SVP of Activations & Addressability at LiveRamp, explains what the deal means.
Power Of Connection
It also means LiveRamp’s own RampID can be used by Yahoo DSP customers.
The partnership with Yahoo unfolds in two phases, which speaks to LiveRamp’s commitment to seamless integration across platforms.
- “Every publisher we work with is going to be able to activate the ConnectID. So this makes it easier for publishers to deploy post-cookie solutions,” Clinger explains. The implementation of their solution is simplified, allowing publishers to activate multiple IDs, including Trade Desk’s UID 2.0, Google’s DB 360, and now Yahoo’s Connect ID, through a single piece of code.
- The second phase caters to marketers using Yahoo’s DSP, a popular choice among LiveRamp’s clients. “They will be able to bid now on RampID, but also on ConnectID,” Clinger says. “So our marketers will get the best of both orgs and maximize their scale in the post-signal era.”
No Single Solution
Some sections of the ad community may have been searching for an alternative to cookies – but many now there won’t be a single solution.
According to Clinger, the answer lays in multiples.
“We don’t believe that there’s a single identity that’s going to be the post-cookie identity,” Clinger says.
“We believe it’s several identities, all based in authentication and all based in consumer trust.”
Retail Media Networks and Data Collaboration Platform
It is an approach LiveRamp is bringing to the boom category of retail media.
“We help retailers collect all of their different data elements, consolidating it with a single ID,” Clinger explains. This process involves helping retailers build out their ID in a privacy-safe manner through clean room technology, and enabling collaborations with CPGs.
LiveRamp recently began enabling this for Albertsons and Pinterest.
Clinger says LiveRamp is excited by the prospect of many kinds of brands, not just retailers, leveraging their own data and inventory as media networks.