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“Brand X wants to spend on your inventory!” It’s the sort of pitch publishers have been getting from one identity tech provider in particular in recent months: LiveRamp. Publishers say LiveRamp — among the best known of the ID tech players — has been particularly aggressive in its quest to coax publishers to adopt its identity product, even name-dropping brands they claim have committed to spending on identified audiences. In February, LiveRamp sent emails to publishers saying Macy’s signed on to spend $1 million on ads carrying LiveRamp IDs, according to two publisher executives...

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 o...

This story is available exclusively to Insider subscribers. Become an Insider and start reading now. Google's plans to nix ad tracking has big implications for adtech companies, brands, and publishers. Advertisers will shift to collecting consumer data and targeting people contextually, experts said. The move will likely make Google's ad business more powerful, ad execs said. Google sent shockwaves through the advertising industry on Wednesday when it announced that it would stop tracking individual users as they browse the web. It was already planning to s...

Another 3rd-party cookie replacement, and about going digital-first: Wednesday’s daily brief Good morning, marketers, I guess we should start taking Clubhouse seriously. I’ve seen an influx of stories about opportunities on the new audio networking app Clubhouse. Not to advertise, but to promote brand reputation by offering valuable content. That content, as I understand it, comes in the form of live spoken word. No recordings, no […] Henry Powderly on February 17, 2021 at 10:00 am More Marketing Land’s daily brief features daily insights, news, tips, and essential bits of wisd...

Apple's IDFA privacy changes are a long-term positive for LiveRamp.