SAN FRANCISCO–(BUSINESS WIRE)–February 10, 2022–
The global partnership between LiveRamp® (NYSE:RAMP) and PubMatic (Nasdaq:PUBM) to deliver better omnichannel addressability is helping publishers around the world increase their effective CPM (eCPM) by up to 101%, according to a case study that has just been published. Additionally, results show that by integrating with LiveRamp’s Authenticated Traffic Solution (ATS) and leveraging PubMatic’s Identity Hub, publishers are able to connect their authenticated inventory to advertiser demand. to dramatically increase fill rate, throughput, and overall revenue in cookieless environments globally. Plus, all of this can be done while improving individual privacy and publisher control over their audience and inventory.
“Authenticated inventory simply performs better and is a huge motivator when we have conversations with our top advertisers. By leveraging ATS with PubMatic’s Identity Hub, we were able to achieve meaningful results and monetize our inventory without cookies. third parties, while delivering added value to consumers through more impactful and personalized experiences,” said Brandt Best, Director of Programming, FloSports.
Regardless of the delay in moving away from third-party cookies on Chrome, according to StatCounter, almost 40% of the browser market is already cookie-free (e.g. Safari, Firefox). This underscores the need for solutions, such as those from LiveRamp and PubMatic, that enable publishers to succeed today and in the future. LiveRamp and PubMatic found that 145 publishers using ATS through Identity Hub achieved higher CPMs on Safari and Firefox (web and mobile web) and increased their ability to convert ad requests into impressions served in inventory. This further strengthens the effectiveness and durability of Identity Hub and ATS in current and future browser environments. Specific performance measures included:
- 101% increase in eCPM in browsers without cookies
- 255% increase in fill rate
- 615% increase in engine speed (Revenue per thousand) on browsers without cookies
“The strong results of our partnership with PubMatic are compelling proof that there is a sustainable future in an ecosystem built on authentications and trust that will equally benefit publishers, buyers and consumers,” said Travis Clinger, vice -Senior President, Addressability and Ecosystem, LiveRamp. “Of course, there is an urgent need to explore privacy-focused identity solutions in the wake of the potential obsolescence of third-party cookies, but more so, we see urgency and immediacy as ATS outperforms third-party cookies.”
Global publishers looking to seamlessly manage their identity solutions can easily access ATS through Identity Hub. ATS enables publishers to recognize known users on their sites in real time, unlock data-driven targeting, and increase the value of their inventory, all without relying on third-party cookies or device identifiers .
“These results are a testament to the tremendous opportunity that many publishers have in leveraging our global integration,” added Andrew Baron, senior vice president of marketplace at PubMatic. “As major changes loom on the horizon, publishers who have already prepared for the cookie-free future are winners. Not only are they making substantial gains now, but they are also getting a head start on building a trusted ecosystem that will set them apart as the industry evolves.
Interested in learning more about LiveRamp’s authenticated traffic solution and identity infrastructure? Please contact [email protected]
LiveRamp is the leading data connectivity platform for safe, simple and efficient data usage. Powered by core identity resolution capabilities and an unparalleled network, LiveRamp empowers enterprises and their partners to better connect, control and activate data to transform customer experiences and drive more valuable business results. LiveRamp’s fully interoperable and neutral infrastructure provides end-to-end addressability for the world’s leading brands, agencies and publishers. For more information, visit www.LiveRamp.com.
PubMatic delivers superior revenue to publishers by being the SSP of choice for agencies and advertisers. PubMatic’s cloud infrastructure platform for digital advertising enables app developers and publishers to increase monetization while enabling media buyers to drive ROI by reaching and engaging their target audiences in premium, brand-safe environments across all advertising formats and devices. Since 2006, PubMatic has expanded its globally owned and operated infrastructure and continues to cultivate programmatic innovation. With a globally distributed workforce and no head office, PubMatic operates 16 offices and eight data centers in North America, Europe and Asia-Pacific.
See the source version on businesswire.com: https://www.businesswire.com/news/home/20220210005094/en/
CONTACT: Michelle Millsap on behalf of LiveRamp
KEYWORD: UNITED STATES NORTH AMERICA CALIFORNIA
INDUSTRY KEYWORD: DATA MANAGEMENT ADVERTISING COMMUNICATION TECHNOLOGY SOFTWARE INTERNET
Copyright BusinessWire 2022.
PUBLISHED: 02/10/2022 08:30 AM/DISC: 02/10/2022 08:32 AM
Copyright BusinessWire 2022.