Rubicon Project Announces Integration with LiveRamp’s IdentityLink
Strengthens Commitment to Harmonizing Industry Identifiers
LiveRamp’s IdentityLink is a neutral, privacy-first, people-based identifier. Rubicon Project’s implementation of IdentityLink in the bidstream enables DSPs to directly transact on IdentityLinks (IDL), which reduces dependence on cookies, improves addressability, and allows marketers to engage people, rather than devices, to deliver more meaningful experiences. And in an era where budgets are being scrutinized for ROI, every impression bought on IdentityLink can be measured on IdentityLink - giving marketers transparent measurement across Rubicon Project’s IdentityLink-enabled inventory.
“With an ever-increasing number of CTV platforms that require cookie syncs, it’s become increasingly difficult to construct a comprehensive view of the consumer. Integrating LiveRamp’s IdentityLink into our platform as one of the selectable identity providers has created a much more consistent view of the consumer, and allows for a true advanced TV omnichannel marketing approach in real-time,” said
“This integration is an important part of our overall support for a community-driven identity solution,” said
“As robust regulation, browser restrictions, and consumer preferences curtail the effectiveness of cookies, we’ve built infrastructure with our partners that allows ecosystem-wide use of non-cookie, people-based identifiers,” said
Neutral, people-based IDs, such as IDL, offer a more durable and portable sense of identity. For marketers, using IDL allows for a better understanding of consumers, while IDL decreases the time required for consumers to spend waiting on page loads. This integration benefits the overall digital advertising industry as it promotes the success of independent solutions and the ability of the industry to collaborate to deliver advertising that successfully resonates with consumers.
Founded in 2007,
For Rubicon Project
Head of Global Communications & Marketing, Americas
Alyssa Niemiec on behalf of LiveRamp