Following the launch of SOURCE by MediaMath, a leader in programmatic marketing technology, the company recently announced collaboration with a trusted identity resolution platform provider , LiveRamp.
Reportedly, LiveRamp’s IDL(IdentityLink) will be integrated into MediaMath’s infrastructure via SOURCE, which will provide marketers a best in class experience for targeting and measurement. The collaboration is expected to develop an ecosystem, which is completely reliable and addressable.
MediaMath, as a part of SOURCE, will employ IDL to bid on advertising inventory across mobile, Connected TV and display. The collaboration is estimated to augment MediaMath’s ability to link devices to users in an anonymous, and privacy-compliant manner. This will enable marketers to gauge consumer preferences and deliver relevant ads, resulting in an improved user experience due to higher match rates.
Jeremy Steinberg, Global Head of MediaMath was reportedly quoted saying that the company’s clients expect full addressability along with the best ID resolution, which prioritizes privacy across all screens. The company is looking forward to providing the best identity solution available in market, via an open approach. Steinberg added saying that the company is enthused to partner with LiveRamp and to develop capabilities that require dependable identity across platforms.
As per sources close to the matter, this partnership will improvise upon the major components of addressability, which includes- minimizing data loss during delivery and increasing match & scale with data contributors. Moreover, with an anonymous people-based identifier, MediaMath will become a scaled identifier for transactions.
Travis Clinger, V.P. of strategic partnerships, LiveRamp was reported to say that as the ad inventory grows and privacy regulations solidify, reliable addressability plays a crucial part in the fate of advertisers that wish to deliver premium consumer experiences along with prioritizing privacy.
Clinger further added that the company’s ATS solution as well as the IDL, are purposely built to advance with the future of digital marketing, and the new collaboration, which combines IdentityLink with SOURCE, reinforces the firm’s goal to create an independent, open, addressable and collaborative ecosystem.
Source Credits: https://www.martechadvisor.com/news/data-management/mediamath-partners-with-liveramp-to-harness-the-power-of-data-for-better-consumer-privacy/