LiveRamp Acquires Faktor to Better Negotiate Privacy Regulations

The company is also working with Index Exchange to reduce publisher reliance on cookies

Index Exchange's partnership with LiveRamp is an example of how publishers can reduce their reliance on cookies, says Mike O’Sullivan, vp product at Index Exchange. LiveRamp
Headshot of Ronan Shields

LiveRamp has purchased consent management platform Faktor, an acquisition that comes as the U.S. industry prepares for sterner privacy regulation with the upcoming enforcement of the California Consumer Privacy Act as a prime example.

Financial terms of the deal were not disclosed, although LiveRamp has said that during its upcoming quarterly earnings call in May, it will provide guidance about the deal’s impact on its fiscal performance.

Faktor lets companies better manage how and where their data is accessed and then enables publishers to streamline how they subsequently pass this data on to other parties in the ad-tech ecosystem, many of whom are not consumer-facing, in a way that it is compliant with regulations such as General Data Protection Regulations in the EU as well as the upcoming CCPA.

News of the purchase comes just weeks after LiveRamp–one of the biggest data on-boarders in the industry–is making its identity graph, known as IdentityLink, free to access by demand-side platforms in a bid to bolster adoption.

It also comes as LiveRamp unveiled the early results of a relationship with Index Exchange that saw the pair integrate their respective IdentityLink and IX Wrapper in an attempt to boost match rates between advertisers and publishers’ audiences.

Results show a daily high of 110 million user matches across 8 billion bid requests with the initiative better enabling marketers to transact based on their first-party data, thus reducing their reliance on cookie-based identifiers, a method of ad targeting that is increasing deemed as passé.

The pair claim their solution better facilitates compliance with relevant data privacy regulations and also facilitate faster page load times as the IX wrapper reduces the amount of ad requests publishers have to make to their advertising partners.

Index Exchange is the first to enable IdentityLinks Translator with Mike O’Sullivan, vp product at Index Exchange, claiming the tie-up represented a major step toward enabling people-based ad targeting outside of the industry’s walled gardens.

Travis Clinger, vp of strategic partnerships at LiveRamp, added, “We are eliminating the data loss effect taking place on the page today. There are no hops. We are seeing scale and ease of use, and we’re eager for others to get onboard.”

These results were announced as the industry expects Google to restrict third-party cookies via its Chrome browser in a move similar to Apple’s implementation of intelligent tracking prevention in its Safari web browser.

Index Exchange’s O’Sullivan said its partnership with LiveRamp is an example of how publishers can reduce their reliance on legacy third-party cookie models, thus limiting the exposure any such move from Google (and Apple) may have on their online advertising revenues.

“Should a change occur, we feel well positioned from a technical standpoint, both in terms of our current identity features and roadmap, to accommodate this type of change in the ecosystem,” he added.

@ronan_shields Ronan Shields is a programmatic reporter at Adweek, focusing on ad-tech.