{"id":666,"date":"2019-11-13T07:32:09","date_gmt":"2019-11-13T07:32:09","guid":{"rendered":"http:\/\/v2.openx.local\/press-releases\/liveramp-taps-openx-as-authenticated-traffic-solution-ats-exchange-partner\/"},"modified":"2022-03-12T21:50:43","modified_gmt":"2022-03-12T21:50:43","slug":"liveramp-taps-openx-as-authenticated-traffic-solution-ats-exchange-partner","status":"publish","type":"press-releases","link":"https:\/\/www.openx.com\/en-gb\/press-releases\/liveramp-taps-openx-as-authenticated-traffic-solution-ats-exchange-partner\/","title":{"rendered":"LiveRamp Taps OpenX as Authenticated Traffic Solution (ATS) Exchange Partner"},"content":{"rendered":"\n<h6 class=\"wp-block-heading\">Integration will help publishers prepare for a cookieless ecosystem<\/h6>\n\n\n\n<p><strong>Los Angeles \u2014 November 13, 2019 \u2014 <\/strong>OpenX today announced the integration with <a href=\"http:\/\/www.liveramp.com\/\">LiveRamp\u00ae<\/a> (NYSE: RAMP) and its IdentityLink and Authenticated Traffic Solution (ATS) into OpenAudience, the company\u2019s people-based marketing solution for the open web. The move deepens a global partnership between the two industry leaders in identity resolution and people-based marketing.&nbsp;<\/p>\n\n\n\n<p>Today\u2019s announcement showcases OpenX and LiveRamp\u2019s partnership to bundle the identity capabilities of IdentityLink and ATS with a publisher-focused tech platform. ATS allows publishers to match user authentication data, such as an email address, with LiveRamp\u2019s IdentityLink graph, which is not reliant on third-party cookies. By matching on deterministic data, publishers are able to expand the addressability of their inventory in cookieless environments.&nbsp;<\/p>\n\n\n\n<p>The partnership with ATS builds on an existing relationship between LiveRamp and OpenX. LiveRamp is one of the multiple partners helping power the OpenAudience match table, the core data asset of the platform that enables marketers to reach more than 240 million Monthly Active Users in the US, and OpenX has also developed integrations with LiveRamp\u2019s IdentityLink to include IdentityLink directly into the bidstream and enable both DSPs (Demand Side Platforms) and private marketplace deals to leverage people-based identity.<\/p>\n\n\n\n<p>\u201cThe future of marketing on the open web is grounded in consumer identity and permission. It is also \u2018cookieless\u2019 and our industry must innovate now to eliminate the reliance on antiquated technology,\u201d said Todd Parsons, chief product officer at OpenX. \u201cLiveRamp\u2019s IdentityLink has tremendous adoption and scale by marketers. By combining the identity resolution capabilities of ATS and IdentityLink with OpenAudience, we are delivering a powerful one-stop solution to publishers that future-proofs revenue from a cookieless world, immediately increases yield from an expanded knowledge of audiences, and in turn, drives a marketer\u2019s return on ad spend. This is a game-changer for publishers and will go a long way to protect their businesses \u2013 and their revenue \u2013 from shifting market forces.\u201d&nbsp;&nbsp;<\/p>\n\n\n\n<p>\u201cOpenX and LiveRamp share the view that when it comes to digital advertising, people-based marketing is the future. As part of our shared commitment to ensuring the viability and long-term growth of the market, we are preparing publishers and advertisers today for the eventual future that moves beyond cookies,\u201d said Anneka Gupta, president and head of product and platforms, LiveRamp. \u201cThe combination of OpenAudience with ATS and IdentityLink will serve publishers to further future-proof their businesses for years to come.\u201d<\/p>\n\n\n\n<p>The ATS integration with OpenX will connect user authentications with the corresponding LiveRamp IdentityLink, to the OpenAudience publisher ID, giving publishers both a cookieless identity solution and an immediate opportunity to leverage their data to increase yield and monetization. All publishers that integrate with OpenAudience have the option to quickly gain the ability to access ATS without having to undergo separate integrations.&nbsp;<\/p>\n\n\n\n<p>To learn more, visit: <a href=\"https:\/\/www.openx.com\/partners-liveramp\/\">https:\/\/www.openx.com\/partners-liveramp\/<\/a><\/p>\n\n\n\n<p>###<\/p>\n\n\n\n<p><strong>About OpenX<\/strong><\/p>\n\n\n\n<p>Nobody understands the open web better than OpenX. As the world\u2019s largest independent advertising exchange, OpenX makes the efficient people-based marketing buying experience of the walled gardens available to all marketers across the open web. OpenX works with more than 30,000 advertisers across every screen and device, reaching nearly one billion consumers \u2013 including a quarter billion unique consumers in the US \u2013 and processing more than one trillion transactions globally each day. To date, OpenX has helped deliver more than $3 billion in total monetization to publishers. That\u2019s The Power of Open\u2122.<\/p>\n\n\n\n<p><strong>About LiveRamp&nbsp;<\/strong><\/p>\n\n\n\n<p>LiveRamp provides the identity platform leveraged by brands and their partners to deliver innovative products and exceptional experiences. LiveRamp IdentityLink connects people, data, and devices across the digital and physical world, powering the people-based marketing revolution and allowing consumers to safely connect with the brands and products they love. For more information, visit <a href=\"https:\/\/cts.businesswire.com\/ct\/CT?id=smartlink&amp;url=http%3A%2F%2Fwww.liveramp.com&amp;esheet=52008506&amp;newsitemid=20190703005117&amp;lan=en-US&amp;anchor=www.LiveRamp.com&amp;index=3&amp;md5=1d02267a31eadb492b83196c16c981ff\">www.LiveRamp.com<\/a>.<\/p>\n","protected":false},"author":2,"featured_media":0,"template":"","meta":{"_acf_changed":false},"categories":[],"tags":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>LiveRamp Taps OpenX as Authenticated Traffic Solution (ATS) Exchange Partner<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.openx.com\/en-gb\/press-releases\/liveramp-taps-openx-as-authenticated-traffic-solution-ats-exchange-partner\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"LiveRamp Taps OpenX as Authenticated Traffic Solution (ATS) Exchange Partner\" \/>\n<meta property=\"og:description\" content=\"Integration will help publishers prepare for a cookieless ecosystem Los Angeles \u2014 November 13, 2019 \u2014 OpenX today announced the integration with LiveRamp\u00ae (NYSE: RAMP) and its IdentityLink and Authenticated Traffic Solution (ATS) into OpenAudience, the company\u2019s people-based marketing solution for the open web. 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