LiveRamp unveils new way to target ads using first-party cookies

Identity decision supplier LiveRamp is out with a new and free resolution that it says gives a first-of-its-kind consented way for advertisers to target customers with out third-party cookies.

Third-party cookies are underneath assault by the browser makers and privateness regulators as a result of they allow monitoring of on-line customers throughout the net, with out their consent. LiveRamp’s new Authenticated Traffic Solution (ATS) is launching in beta subsequent month and will likely be usually obtainable by August.

How it really works

Here, in a nutshell, is how ATS works, in accordance to VP of Strategic Partnerships Travis Clinger:

A customer goes to a writer’s website and logs in or indicators up for a mailing record. If a log-in, the e-mail handle is a part of the logged in profile. This ATS resolution solely works for customers whose e-mail handle is thought, not nameless guests.

As a part of the login or signup course of, the consumer is made conscious that their information will likely be matched to LIveRamp’s huge IdentityHyperlink database, which connects on-line knowledge with offline knowledge to create what the corporate describes as profiles of individuals, relatively than merely trails of on-line searching habits.

Clinger mentioned the default selection is to settle for the connection of this e-mail handle to IdentityHyperlink, though a consumer can opt-out. Opting-out would additionally opt-out for all makes use of of ATS throughout all publishers.

After login or e-mail signup, the consumer’s e-mail handle is handed by means of the header bidding wrapper that resides within the header of the writer’s website. Header bidding is a course of the place advertisers and advert exchanges can straight bid in opposition to one another for house on a writer’s web page, as opposed to the “waterfall” public sale course of performed by Google that many publishers felt short-changed them. The wrapper is the software program envelope the place the header bidding course of takes place.

Token contained in the first-party cookie

Clinger mentioned that ATS is accessible for the favored prebid.js header bidding wrapper and that it’ll quickly grow to be obtainable for one more standard wrapper, from Index Exchange. The wrappers already present a way for exchanging info with the advert ecosystem, he famous, which is why ATS lives there on the writer’s website.

ATS within the wrapper passes the e-mail handle to LiveRamp’s IdentityHyperlink, the place it’s matched with that consumer’s full profile. Then a token is generated by means of the wrapper and embedded into the cookie that the writer’s website has dropped into the consumer’s browser.

Since that cookie comes from the positioning itself for its customer, it’s a first-party cookie, which signifies that Apple’s Safari browser will acknowledge it and different browsers will deal with it higher than they do third-party cookies.

The token in that first-party cookie then can be handed through the wrapper to supply-side platforms (SSPs) and demand-side platforms (DSPs), the place it may be focused with ads designed for that exact consumer. Although first-party cookies can solely be learn by the area that dropped them – that writer’s website, on this case – the wrapper lives in that area and might extract and skim that token, making the token obtainable to exterior events.

Clinger mentioned that this resolution is the primary widespread use of such tokens in first-party cookies, avoids the problems of third-party cookies, and doesn’t contain machine or browser fingerprinting. The latter is another technique of cookie-less monitoring that creates a tool/browser “fingerprint” based mostly on the distinctive configuration of the browser model, machine sort, working system, settings and so forth, however Clinger famous it has points, equivalent to a decrease accuracy price as a result of it’s probabilistic.

Building on the initiatives

First-party cookies usually have a lifespan of seven days, though they are often regenerated when a customer returns to that website.

Clinger added that ATS builds on LiveRamp’s work with the initiatives launched by the Advertising ID Consortium, the Trade Desk, and the Interactive Advertising Bureau’s DigiTrust. Those initiatives are primarily designed to scale back the handfuls or lots of of third-party cookies that want to be synched between advert ecosystem suppliers, by as a substitute sharing one or a couple of third-party cookies. But it nonetheless makes use of third-party cookies, that are dropped by events aside from the positioning itself, equivalent to advert networks.

As for the adoption of its ATS system, Clinger mentioned that LiveRamp – which has beforehand provided its IdentityHyperlink freed from cost to any DSP – is making ATS obtainable totally free to anybody. At current, he mentioned, 4 out of 5 of the highest SSPs have mentioned they are going to take part, as have greater than dozen DSPs.

While ATS is meant primarily for customers of internet browsers, together with Apple’s Safari, LiveRamp mentioned it could actually already observe cell customers by means of its current matching of Apple’s IDFA and Android’s AAID machine advert IDs to IdentityHyperlink, and it could actually map related TV to IdentityHyperlink through IP addresses.

What are your ideas on using first-party cookies for focusing on ads? Share them within the feedback.

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