LiveRamp has announced the integration of Google DV360 PAIR on its platform and the launch of its first campaigns with advertisers. From the data collaboration platform they have enabled the first 15 alpha publishers that will be more than 100 by the end of the summer, including Advance Local, Hometalk, Publishers Clearing House, Raptive (formerly CafeMedia) and UsWeekly (a360media).
From now on, all advertisers who work with Liveramp they will be able to activate without problem in PAIR. For publishers, PAIR is an add-on module to the authenticated traffic solution (ATS) from LiveRamp, which is now available to all LiveRamp publisher partners in North America and APAC, and will be available in June 2023 to all LiveRamp publisher partners in the EU and LATAM.
With PAIR, publishers and marketers will be able to securely and privately connect publishers’ first-party inventory with advertisers’ first-party audiences. This new approach makes it possible to expand inventory that has already been affected by changes to third-party cookies, such as Safari, Firefox, and Edge, while providing a sustainable solution for the future.
At LiveRamp, they are excited for advertisers to run their first campaigns on PAIR, and are confident that this one will deliver a higher return on advertising. ad spend (ROAS) than cookie-based segmentation, as well as a better consumer experience.
secure data collaboration
LiveRamp enables flexible collaboration, with the ability to collaborate anywhere your data lives. Its experience providing enhanced clean room capabilities with persona-based private identity, measurement, insight apps, as well as activation capabilities is proof that it helps marketers build and collaborate in the way that works best for their business.
Its strong belief in permissions, consent, and secure data sharing with configurability, controls, and permissions enables its enhanced clean room functionality and addressable ecosystem to work in 21 markets around the world, helping to unlock PAIR for advertisers. and publishers in each of these markets, including: EU countries such as the UK, France, Italy and Spain; LATAM countries such as Brazil and Mexico; and key APAC countries like Australia, Japan and Singapore.
Currently, there are more than 14,000 active publisher domains on ATS and each of them is eligible for Google PAIR.
Jeff Sutton, Programmatic Vice President, Advance Localdeclares: “Advance Local is always looking for new ways to earn reader trust through a privacy-first approach, while driving the achievement of greater value from our commitment to deliver local journalism that empowers and empower the communities we serve. The PAIR collaboration between LiveRamp and Google promises to meet both goals, and we are delighted to be involved in this important initiative.”.
Ezra Menaged, CEO of Hometalkthinks: “At this point it is clear that the industry is moving towards a cookieless world, so we have closely followed the development of alternative solutions that can help publishers. Having worked with LiveRamp and Google separately on solution development, and having seen the impact of those efforts, it is certainly intriguing to see what the combination between these two companies will bring to the industry.”.
For his part, Chris Moore, Director of Strategic Partnerships at Publishers Clearing Housestates: “We are excited to be at the forefront of innovation as a launch partner within Google PAIR, where we can proudly demonstrate the strength and performance of PCH’s 100% authenticated audience segments. At PCH we are committed to guaranteeing the privacy of identities and helping brands succeed with the best technologies, such as LiveRamp and Google PAIR.«.
Patrick McCann, Senior Vice President of Research at Raptivepoints out: “We are excited to extend our successful partnership with LiveRamp with the PAIR ID solution. We hope that the additional addressability that PAIR provides in DV360 will reach our audiences to a broader set of buyers and further improve monetization of our authenticated user base. We couldn’t be more delighted to be at the base of this initiative with LiveRamp.”.
Finally, Paul Likins, Vice President of Revenue Operations at a360mediaconcludes: “Together with LiveRamp and Google PAIR, our goal is to enrich our identity solutions through intuitive and innovative partnerships”.
As LiveRamp works with DV360, as well as publishers and advertisers around the world, on the deployment of PAIR, they hope to drive campaigns that increase advertising performance and achieve marketing goals, while respecting the growing privacy expectations of users. users.
We at LiveRamp believe that publishers and advertisers will need a mix of solutions for a sustainable future, and are committed to helping enable these solutions in ways that minimize risk and help stakeholders maintain control of their data.