New partnership, Advertising ID Consortium Board seat for dataxu CTO cap off November
November 29, 2018– Boston, MA — dataxu®, a leading provider of programmatic marketing software for marketing and media professionals, and LiveRamp® (NYSE: RAMP), the identity platform powering exceptional experiences, today announced a ground-breaking partnership: dataxu is the first company that can utilize LiveRamp’s IdentityLink™, a people-based identifier, in the bidstream. dataxu’s partnership with LiveRamp enables brands and agencies to buy media against their own customer or third-party data with greater precision, and to manage frequency and targeting at the person-level in a privacy-conscious way. Buying on IdentityLink natively instead of on cookies allows advertisers to significantly reduce the data loss that is common in programmatic activation, which can exceed 50 percent.
With consumer attention increasingly fragmented, it’s critical for advertisers to safely and securely use customer data to unify the experience across all touchpoints, including TV. dataxu is leveraging its identity and data management product, OneView™, to decision in real time on multiple IDs, including dataxu’s device IDs and IdentityLink. When utilizing IdentityLink in a TV plan with dataxu’s TotalTV™ offering, marketers are also able to better activate customer data across OTT streaming devices, seeing 100 percent audience match between dataxu and SSPs.
Marketers using OneView with IdentityLink experience several crucial benefits, including:
- Maximized unique reach of people and households: Limited audience drop off equals increased pool of a desired audience for precise targeting across devices
- People-based frequency capping: Marketers can frequency cap at the people-based level versus device-level
- Ultimate audience accuracy: OneView leverages the IdentityLink product and enables targeting beyond cookies with unique person level identifiers across all devices, including TV
- Data loss prevention and scale: Remove cookie matching from the bidstream all together to keep data intact
“dataxu buying inventory on IdentityLink represents a watershed moment in advertising – marketers can now leverage people-based inventory across the publishers on the internet. Better frequency capping and expanded reach are the initial benefits of buying natively-enabled IdentityLink inventory. Marketers can also tie back impressions on IdentityLink to conversion data and conduct transparent and independent measurement,” said James Arra, president and chief commercial officer, LiveRamp.
Index Exchange is the first supply-side partner currently in Beta Testing with LiveRamp’s IdentityLink. Beta publishers using IdentityLink saw 50 percent of impressions eligible for real time, people-based buying. As this capability rolls out, marketers will be able to engage audiences more effectively and publishers should see higher value bids for impressions linked to high-value viewers.
“Identity has been Index’s single largest product bet over the last 18 months, and for good reason—it is the key to balancing this marketplace,” said Andrew Casale, President and CEO of Index Exchange. “As we roll out these capabilities, it’s incredibly rewarding to see this work come together and to be in lockstep with partners who are all committed to the same vision.”
This integration is facilitated by dataxu and LiveRamp’s membership in the Advertising ID Consortium. dataxu CTO & Co-founder, Dr. Bill Simmons, has recently been named to join the Consortium’s board of directors.
“A brand’s most valuable marketing asset is its customer data,” said Simmons. “By marrying dataxu’s OneView with this new ability to buy media precisely identified using LiveRamp IdentityLink, marketers and agencies are in the best possible position to reach individual consumers, not cookies, all done in a privacy-safe way. This people-based approach, coupled with nearly no data loss and multiscreen reach, checks several crucial boxes for marketers as they seek to maximize audiences and investments.”