Independent Study Shows LiveRamp’s Authenticated Traffic Solution Drives More Than 340% Return on Investment for Marketers

by ExchangeWire PressBox on 19th May 2021 in News

Global Adoption of ATS Cements its Position as Leading Post-Cookie Solution in Ecosystem, Surpassing 400 Publishers and 70 Platforms.

LiveRamp® (NYSE: RAMP) the leading data connectivity platform, today announced its Authenticated Traffic Solution (ATS) has been adopted by hundreds of publishers, brands and platforms across the globe, including in the US, UK, France, Italy, Spain, Germany, Australia and Japan. More than 70 demand and supply platforms and 400 plus publishers, including 70% of the Comscore 20 and 65% of the Comscore 50, have adopted ATS to offer marketers a more efficient way to reach their customers and measure campaign outcomes without third-party cookies or device identifiers.

“The digital industry is undergoing massive shifts with the end of third-party cookies and mobile device identifiers. We set out to create the neutral and interoperable infrastructure for this new era, and the incredible, worldwide adoption of ATS proves we’ve done just that,” said LiveRamp CEO Scott Howe. “Simply put, ATS places publishers and marketers in control of their data. It generates better results for marketers, higher yields for publishers and provides the opportunity for greater transparency. Over 100 brands use ATS, including clients through agency partnerships, and we expect this number only to grow.”

Publishers

Publishers worldwide are leveraging ATS to enable people-based inventory and improve monetization, including Microsoft Advertising, the world's second-largest publisher, which has seen a larger than 40% increase in CPMs on authenticated impressions. Other notable publishers who have adopted ATS include: Realtor.com, CafeMedia, Dennis Publishing, eBay Classifieds Group UK, IDG, Tubi, Burda Community Network in Germany, and Cricket Australia, the first in-app publisher signed, and many others.

Brands

A new Forrester Consulting Total Economic Impact™ (TEI) study, commissioned by LiveRamp, found advertisers who use LiveRamp’s ATS can achieve 343% ROI over three years with payback within only six months of initial investment.

Worldwide, over 100 brands across verticals have already recognised the urgency to find an alternative to data deprecation, embracing ATS as a durable and valuable solution for seamless activation, measurement and attribution across display, mobile in-app, connected TV and OTT. Compared to campaigns using third-party cookies, marketers saw significant improvement with LiveRamp, including:

403% increase in travel bookings for a leading international hotel chain
85 - 95% Video Completion Rate (VCR) for a leading social health non-profit
84.3% average increase in sustained ROAS from multiple brands over the last year

Enabling hundreds of brand advertising campaigns in the first quarter of 2021 alone, ATS powers a people-based approach to connecting with audiences across all channels, making consumer interactions relevant, addressable and measurable. As brands and their agencies pivoted quickly during the last year, they turned to LiveRamp to activate segments within technology platforms and publishers to reach real people—not cookies or device IDs.

Platforms

Garnering widespread platform support since its entry into the marketplace, the identifier is also live with all major global supply-side platforms, including Index Exchange, Magnite, OpenX, PubMatic, and most recently, Xandr. ATS is live on all major demand-side platforms, such as Amobee, Beeswax, Criteo, MediaMath, Roku and The Trade Desk.

“ATS is designed to stand the test of time, conscious of future privacy regulation and ensuring consumers are offered a value exchange,” added Travis Clinger, LiveRamp SVP of addressability and ecosystem. “It’s indisputable that authentications translate into higher-value inventory and better performance. Those who adopt an authentication strategy now will gain a significant competitive advantage in replacing mobile IDs, cookies and other problematic identifiers that do not prioritise consumer privacy.

More information about ATS may be found at liveramp.com/authenticated-traffic-solution.