LiveRamp has announced it has partnered with and integrated Google Display & Video 360’s PAIR into its platform in its first brand campaigns.
The platform has enabled more than a dozen publishers and aims to scale to over 100 by the end of the summer, including Advance Local, Hometalk, Publishers Clearing House, Raptive (formerly CafeMedia), and UsWeekly (a360media). All brands working with LiveRamp will be able to seamlessly activate PAIR.
For publishers, PAIR is an add-on module to LiveRamp’s Authenticated Traffic Solution (ATS), available to all of LiveRamp’s publisher partners in North America and APAC, and will be available in June 2023 to all of LiveRamp’s publisher partners across EU and LATAM.
With PAIR (Publisher Advertiser Identity Reconciliation), publishers and marketers will be able to securely and privately reconcile their first-party data for marketing use cases. This step forward unlocks additional scale today across inventory already impacted by third-party cookie changes while also providing a sustainable solution for the future.
• Alexis Marcombe, managing director, Carrefour Links, said: “We’re excited about the potential that Display & Video 360’s PAIR shows, and look forward to continuing to power the experiences our consumers want, through PAIR and more.”
• “Advance Local is always looking for new ways to earn reader trust through a privacy-first approach while driving greater value from our commitment to providing local journalism that strengthens and empowers the communities we serve. LiveRamp’s integration with Display & Video 360’s PAIR carries the promise of delivering on both, and we’re excited to participate in this important initiative,” – Jeff Sutton, VP, Programmatic, Advance Local
• Hometalk CEO, Ezra Menaged said: “Since it’s quite evident at this point that the industry is well on its way to a cookieless world, we have been watching quite closely for alternative solutions being developed that can provide publishers some uplift. Having worked with LiveRamp and Google separately on solutions, and have seen some impact from those efforts, it’s certainly intriguing to see what the combination of forces here will bring to the industry.”
• “We are incredibly excited to be at the forefront of innovation as a launch partner within Display & Video 360’s PAIR, where we can proudly demonstrate the strength and performance of PCH’s 100% authenticated audience segments. PCH is committed to privacy-safe identity targeting and helping brands succeed on best-of-breed technologies like LiveRamp and Google PAIR.” – Chris Moore, Head of Strategic Partnerships, Publishers Clearing House
• “We’re eager to expand our successful LiveRamp partnership with Display & Video 360’s PAIR. We anticipate the incremental addressability PAIR provides on Display & Video 360 will deliver our audiences to an expanded set of buyers and further improve the monetization of our authenticated user base. We couldn’t be more delighted to be on the ground floor of this initiative with LiveRamp.” – Patrick McCann, SVP Research, Raptive
• Paul Likins, VP, revenue operations, a360media, said: “Together with LiveRamp and Display & Video 360’s PAIR, our goal is to enrich our identity solutions through intuitive and innovative partnerships.”
As LiveRamp works with Display & Video 360 – as well as publishers and advertisers from across the world – on the rollout of PAIR, the platform looks forward to powering campaigns that increase advertising performance and hit marketing objectives, while respecting users’ growing privacy expectations.