MARKETING

Adobe Advertising Cloud now supports LiveRamp’s identity solution

Published

3 years ago

February 23, 2022

Adobe Advertising Cloud now supports LiveRamp's identity solution

Adobe Advertising Cloud now supports LiveRamp’s RampID across a range of channels, including desktop display and video, mobile web and apps and connected TV (CTV). This news follows the announcement that Hearst Magazines would be using LiveRamp’s technology to authenticate its inventory. RampID is an anonymized identity graph based on deterministic matching of first-party data from different sources to the same individual.

The integration should give Adobe Advertising Cloud users the ability to segment audiences across environments that are already cookieless — Safari, Firefox and Microsoft Edge — reach authenticated users without infringing privacy and maintain addressability. Advertisers will also be able to connect to authenticated inventory from publishers using LiveRamp’s Authenticated Traffic Solution (ATS). The Adobe integration is live in the U.S. and U.K., parts of Europe, Australia and Singapore.

Why we care. LiveRamp has been making the news recently with high profile adoptions of its identity solutions but there are other solutions out there, both competing and interoperable with ATS. This battle isn’t over, but LiveRamp is winning a lot of business with 11,000 domains globally adopting ATS and LiveRamp connected, through its premium publishers partnership, to some 70% of time spent online.

About The Author

Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space.

He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020.

Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.

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