London, UK, 19th November 2019: Advertising has long been the backbone that has enabled consumers to access vast amounts of quality content they deem as ‘free’. However, publishers’ business models are being placed under immense pressure from new regulations, browser restrictions, and the disintermediation of direct relationships with readers.
LiveRamp® (NYSE: RAMP), the trusted platform that makes data accessible and meaningful, unveiled a global suite of solutions that enable publishers to build direct, trusted relationships with their audience while improving privacy-first monetisation methods at RampUp London.
According to Digiday, “Value is an important part of monetisation – it’s about the perceived value of publishers’ content and the reader’s value to the business. Two-thirds of publishers believe the ability to understand and manage the customer journey is key to maximising the revenue potential of their audience.”
Speaking at the launch, Warren Jenson – President, CFO, and Executive Managing Director of International at LiveRamp – stated that it is every publisher’s right to maintain a direct, trusted relationship with their readers. “People-based marketing needs a privacy-first, transparent solution rooted in user authentication. This solution is an innovative path to a fair value exchange, a renewed relationship between publishers and readers, whereby the latter can access free content they want while publishers can maintain sustainable business models that fund the development of high-quality content,” Jenson said.
“As an industry, we need to find new ways to limit advertising waste, fraud, and arbitrage so we ensure real people are looking at real and relevant ads on real content properties. This is something we are partnering with LiveRamp to achieve through our SOURCE by MediaMath offering, which is designed to make the media supply chain 100% accountable and addressable for brands, agencies and content owners, and tools such as LiveRamp for Publishers,” adds Jeremy Steinberg, Global Head of Ecosystem, MediaMath.
“Publishers face a multitude of challenges in generating the most yield from their inventory. The debut of LiveRamp’s publisher suite takes into account the needs of publishers, advertisers and most importantly, consumers and is another step in the right direction to ensure a fair and balanced global ecosystem” said Len Ostroff, SVP Global Partnerships and Alliances, Criteo.
Over the last few years, LiveRamp has championed the movement towards an open, privacy-compliant scaled identity. We have launched and supported multiple, interconnected efforts:
- Helping launch the Advertising ID Consortium
- Enabling RampID on the supply and demand sides of the RTB bidstream
- Launching the Open Internet Measurement Initiative to ensure sustainable outcome-based marketing in the digital ecosystem
- And most recently, launching the Authenticated Traffic Solution (ATS). Rooted in reader authentication with publishers. ATS provides visibility and control for readers and delivers enhanced audience addressability in cookieless environments for publishers.
LiveRamp’s publisher suite ties it all together. Most importantly, it presents a way for publishers to provide a value-exchange with readers that offers transparency, notice, and choice.
Data regulation also serves as a catalyst for the industry moving forward – a move toward consented engagement between consumers and marketers in a manner that provides sustainable business models for the open internet. “Our publisher offering strives to create a level playing field for every platform, marketer, and publisher, with consumer privacy as the cornerstone. It’s a platform for everyone to work together to achieve this mutual mission,” Jenson added.
Read more about this announcement on LiveRamp’s blog – https://liveramp.uk/blog/publishers-put-privacy-first-how-publishers-can-build-consumer-trust-and-drive-revenue/. For further information about LiveRamp’s publisher solution, visit https://liveramp.uk/publishing/. For details on RampUp London, visit https://rampedup.us/events/london/