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