LiveRamp’s Authenticated Traffic Solution and Google PAIR
To support our partners in enhancing ad monetization and adapting to a cookieless future, Admonetize is dedicated to collaborating closely with the data collaboration platform, LiveRamp. LiveRamp specializes in helping advertisers connect with their audiences across various authenticated platforms and deliver personalized experiences that strengthen customer relationships, ultimately boosting the value of ad inventory.
LiveRamp’s Authenticated Traffic Solution (ATS) is at the heart of their connectivity offerings, linking authenticated inventory to the broader ecosystem, including Google Display & Video 360’s Publisher Advertiser Identity Reconciliation (PAIR), which is also based on authenticated and consented identities. Through our partnership, publishers can utilize a single implementation of LiveRamp’s ATS to access both RampID and Google Display & Video 360 via PAIR.
As third-party tracking cookies near their end, we’ve been closely monitoring industry trends and refining our identity strategy over the past year. Developing a plan for authenticated traffic is a key component of this strategy. Through our partnership, we’ve successfully established a process to help publishers implement this technology effectively.
What Publishers Should Know About PAIR
With PAIR, publishers and marketers can securely and privately reconcile their first-party data for marketing purposes, enhancing scale across inventory affected by the shift away from third-party cookies. Advertisers and publishers will be able to utilize aggregated, encrypted first-party information specific to their sites.
Key aspects of PAIR include:
Publishers have the flexibility to collaborate with an identity partner, such as LiveRamp, for PAIR integration. They can choose the identity partner that best meets their needs for this integration. PAIR is available to all brands currently using Display & Video 360, providing access to advertiser demand through the platform. Additionally, PAIR can be easily deployed as an add-on module to LiveRamp’s Authenticated Traffic Solution, allowing publishers to implement it quickly and utilize PAIR without requiring new contracts with customers.
How To Implement Google PAIR
If you’re an enterprise publisher monetized by Admonetize, getting started with ATS and PAIR is straightforward. Simply contact your customer success manager to initiate the process.For PAIR to function, LiveRamp’s ATS product must be operational, meaning Admonetize’s ad code needs to be present on the page where authentication events occur, such as login or newsletter signup pages.
Admonetize will handle the technical implementation of PAIR, requiring no additional development resources from your end. This implementation is covered under existing contracts with Admonetize. LiveRamp will provide extra support to fine-tune the integration and work with Google to enhance match rates. Moreover, the same ATS implementation that supports PAIR also facilitates other leading identity solutions, ensuring interoperability with a single deployment and optimizing flexibility and inventory monetization.
Once the integrations are fully operational, publishers will benefit from the robust privacy measures of both Admonetize and LiveRamp. Additionally, real-time analytics will demonstrate the advantages of PAIR implementations and the overall ATS deployment.
Benefits of Authenticated Traffic
Authenticated traffic refers to online identification methods where users provide personal information, typically an email address. This is most commonly seen when a website requires users to log in or sign up to access content or services, or through newsletter signup forms.
The benefits of authenticated traffic include:
Security: Enhanced protection for user data. Trustworthiness: Increased reliability of user interactions. Data Integrity: Accurate and dependable user information. Authenticated traffic provides assurance to both publishers and advertisers. Publishers gain the ability to effectively identify and target their readers, while advertisers reduce the risk of wasted spend by reaching the right audience.
In the past six months, we've observed a rise in authenticated traffic among publishers, and we anticipate this trend will continue. We expect our partnership with LiveRamp, through ATS and PAIR, to offer long-term value to our publishers by leveraging this growing trend.