The Trade Desk and LiveRamp Team to Forge Post-Cookie Solutions
Unified ID 2.0 will be made available to publishers through the SaaS company's Authenticated Identity Infrastructure
The Trade Desk and LiveRamp have announced a collaboration that will see the demand-side platform’s Unified ID 2.0 made available to publishers that deploy the onboarding outfit’s Authenticated Traffic Solution.
The ad-tech duo are collaborating in order to help both the buy- and sell-side of the industry continue audience matching once the industry’s major platform providers such as Google Chrome pull support for static identifiers like third-party cookies.
Publishers using ATS, a product LiveRamp unveiled last year, will be able to receive more valuable bid requests from buyers that use the people-based identifiers (both ATS and Unified ID 2.0) to find relevant audiences on desktop, in-app and on CTV, according to the pair.
By working together to make these solutions interoperable, LiveRamp and The Trade Desk are helping the advertising industry upgrade its infrastructure, regardless of policy decisions from players such as Apple, whose iOS 14 rollout is pending, and Google, which will withdraw support for cookies in Chrome by 2022.
In a statement, Travis Clinger, svp and head of addressability and ecosystem at LiveRamp, said, “LiveRamp’s unique position in the advertising ecosystem—with our neutral and agnostic infrastructure—means we’re able to translate identity across the advertising supply chain, without compromising user privacy and security.”
Meanwhile, Michelle Hulst, The Trade Desk’s evp, said the collaboration also formed part of the DSP’s efforts to advance its efforts in the CTV space.
“The great thing is that the CTV ecosystems are based off email, so it’s really easy to add in Unified ID to as a technology on top of that,” she said. “The benefit of doing so is that you can tie it back to LiveRamp [and ATS] which allows for both cross-media advertising and measurement.”
This interoperability also allows advertisers and brands to engage in frequency capping also demonstrates how Unified ID 2.0 was designed as an open-source product that is “not just a Trade Desk product,” according to Hulst, who said similar integrations can be expected in the future.
LiveRamp’s Clinger later went on to address the recent Google FLOC study, which examined the online giant’s proposals over how audience targeting could work within its market-leading Chrome browser after the fall of the cookie.
He noted how LiveRamp will input into the development of the proposals through its membership of web standards body W3C, plus its participation in other industry working groups such as Project Rearc and PRAM.
“We recognize that 100% of the internet is never going authenticate, and that’s okay,” Clinger said, adding that LiveRamp’s goal is to help connect disparate first-party relationships. “Our belief is that you see the best performance when you have a log-in, and we think you see that with the large social platforms … so we’re trying to take the learnings from those and bring them over to the open internet.”
