TripleLift Audiences and RampID allow users to
create lookalikes of their own data to expand audiences across an
environment
NEW
YORK, Dec. 13, 2023 /PRNewswire/ -- Ad tech
platform TripleLift, and data collaboration platform LiveRamp
(NYSE: RAMP), announced today an integration of TripleLift
Audiences and RampID to give marketers almost limitless and
scalable first-party audience solutions. The partnership brings
together TripleLift Audiences, which delivers first-party data
from publishers, with RampID, LiveRamp's durable, privacy-centric
connectivity identifier, to offer lookalike addressability
across the open web without relying on cookies, IDFAs, IP
addresses, or other device IDs.
The new audience matching and expansion solution expands
on TripleLift and LiveRamp's successful partnership, solving
for the evolving challenges in the industry, with more accurate
first-party targeting. TripleLift's Audience Matching and Expansion
capability will broaden scale and create greater use cases for
connectivity to LiveRamp's premier global ecosystem, across the
TripleLift exchange. Additionally, brands and agencies can leverage
their own first-party data to both personalize and model across all
environments.
"First-party data has been proven to be superior to third-party
cookies in performance and scalability," said Airey Baringer,
VP of Product Management at Triplelift. "However, advertisers
often struggle to combine their first-party data with data from
other platforms to create targetable audiences in all browsers.
Together with LiveRamp, TripleLift has created a bespoke,
customizable, and easy-to-use experience to maximize the value of
first-party data for both publishers and advertisers."
Now, advertisers can scale lookalikes to match their own
campaign goals while still maintaining high audience relevance.
With this expanded partnership, advertisers can send
their LiveRamp audience segments to TripleLift, who can then
find the audiences, as well as lookalikes of those audiences based
on publisher's first party data. TripleLift Audiences can achieve
this by matching the advertiser's first-party audience segment to
the publisher's first-party data using RampID and AI technology to
accurately find high-relevance lookalike audiences.
The collaboration provides a unique solution for targeting use
cases, especially for performance advertisers seeking to reach more
than half of the open web unserved by cookies, including on
Safari, Firefox, and Edge. Targeting tactics such as
retargeting and lookalike modeling, have long been the most
effective method to find prospects. However, retargeting relies on
cookies, which, by January 2025, will
decrease by 70% in the open web after third-party cookie
deprecation. Now, with TripleLift Audiences and RampID, advertisers
can harness the power of AI to create lookalikes from their own
first-party data, scaling their segments even further than ever
before and allowing for a deeper understanding of their own
audiences and potential audiences they may not have been able to
capture before.
"Cookie deprecation aside, we're now entering a critical period
where the ecosystem should be prioritizing their first-party data
strategies, and LiveRamp prioritizes working closely with
partners like TripleLift who are finding ways to enhance the value
and connectivity of first-party data," said Travis Clinger, SVP, Activations and
Addressability, LiveRamp. "The enhanced addressability and
effectiveness from this LiveRamp and TripleLift integration
will help marketers to continue maximizing the power of their
first-party data, prepare to multiply the power of this data
through data collaboration, and create scalable solutions that will
help sustain their businesses in the post-cookie world."
TripleLift Audiences, which launched earlier this year with 800
segments available to users, has since expanded to include 1,300
segments and virtually endless other customizable options. In
September, the first large-scale test of the offering showed an
average of 33% improved CPCs for advertisers and 26% improved CPMs
for publishers. With its expanded partnership with LiveRamp,
marketers using TripleLift Audiences for their campaigns can
capture the right people at the right time and for the right price,
enhanced by the unified view of customers that RampID enables.
To learn more about this partnership, please
visit www.triplelift.com.
About TripleLift
We're TripleLift, an advertising
platform on a mission to elevate digital advertising through
beautiful creative, quality publishers, actionable data and smart
targeting. Through over 1 trillion monthly ad transactions, we help
publishers and platforms monetize their businesses. Our technology
is where the world's leading brands find audiences across online
video, connected television, display and native ads. Brand and
enterprise customers choose us because of our innovative solutions,
premium formats, and supportive experts dedicated to maximizing
their performance. We are part of the Vista Equity Partners
portfolio. As an NMSDC certified minority owned business, we
qualify for diverse spending goals and are committed to economic
inclusion. Find out how TripleLift raises up the programmatic
ecosystem at triplelift.com.
About LiveRamp
LiveRamp is the data collaboration
platform of choice for the world's most innovative companies. A
groundbreaking leader in consumer privacy, data ethics, and
enterprise identity, LiveRamp is setting the new standard for
building a connected customer view with unmatched clarity and
context while protecting precious brand and consumer trust.
LiveRamp offers complete flexibility to collaborate wherever data
lives to support the widest range of data collaboration use
cases—within organizations, between brands, and across its premier
global network of top-quality partners.
Hundreds of global innovators, from iconic consumer brands and
tech giants to banks, retailers, and healthcare leaders turn to
LiveRamp to build enduring brand and business value by deepening
customer engagement and loyalty, activating new partnerships, and
maximizing the value of their first-party data while staying on the
forefront of rapidly evolving compliance and privacy requirements.
LiveRamp is based in San Francisco,
California with offices worldwide. Learn more at
www.liveramp.com.
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SOURCE TripleLift