Rubicon Project Announces Integration with LiveRamp’s IdentityLink
25 October 2019 - 12:00AM
Business Wire
Strengthens Commitment to Harmonizing Industry
Identifiers
Rubicon Project (NYSE:RUBI), the global exchange for
advertising, today announced an integration with LiveRamp® (NYSE:
RAMP) and its IdentityLink graph. The integration allows identity
to be efficiently passed in real time and enables a more consistent
view of the consumer.
LiveRamp’s IdentityLink is a neutral, privacy-first,
people-based identifier. Rubicon Project’s implementation of
IdentityLink in the bidstream enables DSPs to directly transact on
IdentityLinks (IDL), which reduces dependence on cookies, improves
addressability, and allows marketers to engage people, rather than
devices, to deliver more meaningful experiences. And in an era
where budgets are being scrutinized for ROI, every impression
bought on IdentityLink can be measured on IdentityLink - giving
marketers transparent measurement across Rubicon Project’s
IdentityLink-enabled inventory.
“With an ever-increasing number of CTV platforms that require
cookie syncs, it’s become increasingly difficult to construct a
comprehensive view of the consumer. Integrating LiveRamp’s
IdentityLink into our platform as one of the selectable identity
providers has created a much more consistent view of the consumer,
and allows for a true advanced TV omnichannel marketing approach in
real-time,” said Bill Simmons, Chief Technology Officer,
dataxu.
“This integration is an important part of our overall support
for a community-driven identity solution,” said Garrett McGrath,
Vice President, Product, Rubicon Project. “Browsers are restricting
third-party cookies or outright blocking them by default. We
continue to observe a decrease in reliance on the third-party
cookies, and common identifiers like IdentityLink help limit the
spread of proprietary IDs that clog up pages and negatively impact
the user experience.”
“As robust regulation, browser restrictions, and consumer
preferences curtail the effectiveness of cookies, we’ve built
infrastructure with our partners that allows ecosystem-wide use of
non-cookie, people-based identifiers,” said Travis Clinger, Vice
President of Strategic Partnerships, LiveRamp. “The future of
marketing requires engagement with people across all consumer
channels, and we look forward to continuing to work together with
Rubicon Project to make that a reality.”
Neutral, people-based IDs, such as IDL, offer a more durable and
portable sense of identity. For marketers, using IDL allows for a
better understanding of consumers, while IDL decreases the time
required for consumers to spend waiting on page loads. This
integration benefits the overall digital advertising industry as it
promotes the success of independent solutions and the ability of
the industry to collaborate to deliver advertising that
successfully resonates with consumers.
About Rubicon Project
Founded in 2007, Rubicon Project is one of the world’s largest
advertising exchanges. The company helps websites and apps thrive
by giving them the tools and expertise to sell ads easily and
safely. In addition, the world’s leading agencies and brands rely
on Rubicon Project’s technology to execute billions of advertising
transactions each month. Rubicon Project is an independent,
publicly traded company headquartered in Los Angeles,
California.
About LiveRamp
LiveRamp provides the identity platform leveraged by brands and
their partners to deliver innovative products and exceptional
experiences. LiveRamp IdentityLink connects people, data, and
devices across the digital and physical world, powering the
people-based marketing revolution and allowing consumers to safely
connect with the brands and products they love. For more
information, visit www.LiveRamp.com.
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version on businesswire.com: https://www.businesswire.com/news/home/20191024005225/en/
For Rubicon Project Charlstie Veith Head of Global
Communications & Marketing, Americas
cveith@rubiconproject.com
For LiveRamp Alyssa Niemiec on behalf of LiveRamp
liveramp@havasformula.com 619-234-0345
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