The Commerce Desk and LiveRamp workforce forge post-cookie options
Trade Desk and LiveRamp have announced a collaboration in which the Unified ID 2.0 of the demand-side platform will be made available to publishers who provide the Authenticated Traffic Solution of the onboarding outfit.
The ad tech duo are working together to help both the buy and sell side of the industry continue targeting as soon as major platform vendors in the industry like Google Chrome support static identifiers like third-party cookies.
Publishers using ATS, a product that LiveRamp introduced last year, can receive more valuable bid requests from buyers who use the personal identifiers (both ATS and Unified ID 2.0) to target relevant audiences on desktop, in-app and CTV to find after the couple.
By working together to make these solutions interoperable, LiveRamp and The Trade Desk are helping the advertising industry improve their infrastructure regardless of policy decisions from players like Apple, which has iOS 14 pending adoption, and Google, which has support for cookies Chrome is withdrawing by 2022.
In a statement, Travis Clinger, SVP and Head of Addressability and Ecosystem at LiveRamp said: "LiveRamp's unique position in the advertising ecosystem – with our neutral and agnostic infrastructure – means we can translate identity across the advertising supply chain without Impairment of user privacy and security. "
Michelle Hulst, Evp of The Trade Desk, said the collaboration is also part of the DSP's efforts to advance its efforts in the CTV space.
"The great thing is that the CTV ecosystems are based on email, so it's really easy to add Unified ID as a technology," she said. "The benefit of this is that you can tie it back to LiveRamp (and ATS), which enables both cross-media advertising and measurement."
This interoperability enables advertisers and brands to get involved in frequency limitation. This also shows how Unified ID 2.0 was conceived as an open source product that is "not just a trade desk product," said Hulst, who said similar integrations can be expected in the EU in the future.
LiveRamp's Clinger later dated the latest Google FLOC study, which examined the online giant's suggestions on how targeting might work after the cookie fell in its market-leading Chrome browser.
He pointed out how LiveRamp will be incorporated into the development of the proposals through membership in the W3C web standards committee and participation in other industry working groups such as Project Rearc and PRAM.
"We know 100% of the Internet is never authenticated, and that's fine," said Clinger, adding that LiveRamp's goal is to connect disparate first-party relationships. “We believe that you will get the best performance when you sign up, and we believe that you will see it on the major social platforms. That is why we try to use the knowledge gained from this and bring it to the open Internet. ”