How LiveRamp Intends to Woo Advertisers Now That the Cookie Is Starting to Crumble

However, it still comes with privacy questions


LiveRamp today announced the launch of Authenticated Traffic Solution, a method of online ad targeting that it claims lets publishers and supply-side platforms better monetize users without the need for the increasingly out-of-favor cookie-based tracking.

Per LiveRamp, ATS provides targeting techniques based on publishers’ first-party authentications, which can then deliver enhanced addressability on cookie-less ad inventory across the open internet.

ATS works by taking the publisher-based user consent and then syncing it with LiveRamp’s people-based IDs—known as IdentityLinks—which in turn provides a holistic view of consumers based on its offline database called AbiliTec graph.

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