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Google locks in cookieless countdown – here’s how to jump-start your own transition

  • Travis Clinger
  • 3 min read

Earlier today, Google announced that it will continue with its timeline to end Chrome’s support for third-party cookies during the second half of 2024. We’ve been ready for this final step for some time now, as third-party cookies on Chrome were the last remaining third-party signal to fall. Our cookieless identity infrastructure, the Authenticated Traffic Solution (ATS), has been years in the making and is scaled with publishers and in wide use by our customers.

Today’s announcement represents the final step of a journey that we started years ago – and we’re ready to continue helping our partners, customers, and stakeholders on their own journeys, while welcoming new ones to start realizing benefits immediately. It’s important for everyone to remember that cookieless is already here – 50% of the internet has no cookie across Safari, Firefox, and Edge.

Today, LiveRamp and our partners are delivering the solutions needed to ensure that all parts of the ecosystem can benefit from the safe and effective use of data.

  • ATS is built on LiveRamp’s best-of-breed identity, and is rooted in consumer trust and transparency.
  • Third-party studies have found that LiveRamp’s pseudonymous identifier, RampID, has the largest active signal-less footprint of all IDs in the market.
  • Our customers leverage RampID and other interoperable, privacy-sensitive identifiers in our data collaboration platform in partnership with brands, publishers, retailers, platforms, and data providers.

Why LiveRamp

From Day 1, ATS has provided a gateway to growth for publishers and marketers investing in first-party relationships and building towards first-party data strategies. As the ecosystem enters a critical phase, here’s three key reasons you should consider ATS today.

  1. We’re everywhere marketers want to be, from open web to walled gardens.

More than 90% of all consumer time online is spent on sites and social platforms integrated with LiveRamp, via ATS or our direct, cookieless publisher integrations. This means a marketer working with LiveRamp can find 95%+ of the US population through our integrations – all without the need for a third-party cookie, mobile device ID, or IP address. Importantly, we’re also cross-channel – digital display, mobile web, mobile in-app, social, search, and CTV. More than 14,000 publisher domains are live with ATS today and accessible to our marketers at the person-level via RampID.

  1. We’ve been collaborating with our partners across the industry for years to enable critical business outcomes.

For example, in the evolving macroeconomic climate, when every marketing dollar spent must be accountable, LiveRamp is unlocking a more holistic view of conversion paths to help improve the ROI of campaigns.

In recent months, LiveRamp connected ATS to Meta’s Conversions API (CAPI), enabling advertisers to create and leverage addressable audiences, while more accurately measuring campaign outcomes. Marketers can deploy ATS and CAPI to gain more value from their social platforms and digital publishing partnerships.

We’re also one of the launch partners of Google’s Publisher Advertiser Identity Reconciliation (PAIR) initiative, “that gives publishers and marketers the option to securely and privately reconcile their first-party data for audiences who have visited both an advertiser’s and a publisher’s site.” (Google Marketing Platform)

  1. We’re the solution of choice for publishers and marketers worldwide.

ATS is the only global, people-based, cookieless solution live in 21 different markets across North America, EU, APAC, and LATAM. We’re on track to more than double our ATS scale by the end of 2023.

Taking the next steps

As the ecosystem progresses towards this final hurdle to a post-cookie future, LiveRamp continues to lead the way:

  • We forged the path for the ecosystem to move beyond third-party cookies and find meaningful results; ATS and RampID will continue to provide the reach and scale publishers and marketers need to make a seamless transition to cookieless addressability.
  • Our Data Collaboration platform unlocks privacy-sensitive enrichment of data, deepening customer insights.
  • We’re continuing to form new partnerships to help enable more accurate reach and measurement across the internet, enabling the scale that marketers need.

Chrome’s scheduled deprecation of cookies represents the true beginning of a new era of engagement for individuals, publishers, and marketers. While we carry on helping our current partners and customers reap the benefits of the cookieless future, we’re excited to begin working with those who are just now joining us.

To learn more about ATS and RampID, reach out to [email protected].