OpenX and LiveRamp Expand Partnership Globally in Australia
Marketers now able to seamlessly reach addressable, people-based audiences across the OpenX Exchange
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SYDNEY, March 8, 2021 /PRNewswire/ OpenX and
LiveRamp (NYSE: RAMP) today announced the expansion of their US partnership into Australia, providing local marketers with an improved way to reach audience segments on LiveRamp Authenticated Identity Infrastructure. As part of the integration, marketers will be able to increase their addressable reach and engage with their audiences across thousands of publishers inventory, including web, in-app, and connected TV (CTV) through the OpenX exchange.
Australian marketers are increasingly looking for audience targeting solutions that are comparable to what they can achieve with the walled gardens, and by partnering with LiveRamp and OpenX, they can create relevant, people-based audiences, and then activate these audiences at scale while r
OpenX and LiveRamp Expand Partnership Globally in Australia
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OpenX and LiveRamp Expand Partnership Globally in Australia
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Jakob Bak, CTO and co-founder, Adform
This is not the proclaimed death of unified logins or first-party IDs. It is, of course, a blow that the largest platform will not be supporting these IDs, because if it did that would have fueled faster adoption.
But with the vast majority of publishers running header bidding and operating multiple SSPs or direct DSP/PMP integrations, it doesn’t really change much. Already today a large proportion of publishers deploy both first-party login and first-party cookie solutions – Xandr, for example, just announced its support – and this is regardless of Google’s lack of support.