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News 2 Dec 2021 - 3 min read

ID solutions battle raging, LiveRamp says it reaches 7m monthly Australian authentications with ATS

By Sam Buckingham-Jones - Senior Writer
Liveramp Travis Clinger ATS

“It is a way to enable the publisher and the brand to bring their data together,” Travis Clinger, Senior Vice President of Addressability and Ecosystem at LiveRamp, said.

The number of people LiveRamp says it can “authenticate” and target online with its ATS post-cookie advertising solution has grown to about 7 million Australians each month. In the six months to September alone, the number of users it could access grew by 50 per cent.

What you need to know:

  • LiveRamp says it has 7 million monthly “authentications” in Australia with its postcookie ATS identity solution.
  • That means every month, across the publishers plugged into ATS, advertisers can target up to 7 million individual Australian users.
  • The ATS product is one of a few postcookie solutions discussed in more detail in Mi3’s recent Post-Cookie, Post-Privacy Report.

Global advertising technology company LiveRamp says it has access to roughly 7 million Australian users each month with its post-cookie identity option, Authenticated Traffic Solution (ATS).

The company’s people-based identifier, the RampID, allows advertisers to bring their first party data to a publisher and match it through LiveRamp to find targetable users in a privacy-safe way.

It’s a complex system, but the figure – 7 million authentications – effectively means Australian marketers can reach a potential audience of up to 7 million individuals who have authenticated or logged in across publishers partnered with LiveRamp’s ATS solution.

“Excitingly, these numbers show that a new era of digital advertising is being ushered into the Australian landscape… The journey to this milestone has been marked by strong, consistent growth,” LiveRamp wrote in a blog post.

“In the six months to 31 August 2021 alone, we saw a 50 per cent increase in monthly authentications and addressable reach across our publisher network.”

The company says it has plugged into three of the four major broadcast video on-demand (BVOD) platforms and more than half of the top 50 publishers.

ATS is one of three cookieless identity solutions vying for supremacy in the Australian market ahead of the planned deprecation of third party cookies from Google’s Chrome browser at the end of 2023.

“It is a way to enable the publisher and the brand to bring their data together,” Travis Clinger, Senior Vice President of Addressability and Ecosystem at LiveRamp, said.

“You probably have multiple email addresses, you have a phone number, we’re able to bring that all together to represent one person.”

Earlier this month, Mi3 released a comprehensive industry report, featuring 35 interviews and 67 pages of insights, case studies and analysis of how brands, agencies, publishers and the tech sector are preparing for the post-cookie, post privacy world.

 

Mi3 Special Report: Australia Post-Cookies, Post-Privacy

  • How brands including ANZ, CommBank, Adore Beauty, Little Birdie, Menulog and Westpac are racing for new privacy-compliant ways to market to customers as platform and regulatory changes bite.
  • Report covers all of Australia‘s major publishers, their strategies.
  • All major alternative IDs covered.
  • Plus marketing consultancies, tech provider and agency insights.
  • Independent Mi3 report, based on 35-plus interviews, supported by MiQ and Resolution Digital.

How brands including CommBank, Adore Beauty, Little Birdie, Menulog and more are racing for new privacy-compliant ways to market to customers as platform and regulatory changes bite.

Get ahead of the curve. DOWNLOAD THE REPORT HERE DOWNLOAD your 67-page report here.

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Australia Post-Cookies, Post-Privacy

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