Reach, one of the UK’s largest news publishers, has partnered with data enablement platform LiveRamp to enable marketers to buy authenticated inventory without having to rely on third-party identifiers.
Reach, which boasts over 130 brands and more than 10 million registered users, will use LiveRamp’s Authenticated Traffic Solution (ATS) to enable it to continue building authenticated direct relationships with consumers, while enabling privacy-focused programmatic targeting on its inventory.
“LiveRamp is one of the biggest companies in the identity space, and using their ATS tool enables us to improve addressability and drive better campaign performance across key KPIs. We need to meet our customers at every stage of their journey, whether that’s moving house, getting married, or embarking on a new hobby,” said Terry Hornsby, Group Digital and Innovation Director at Reach.
“ATS is the type of solution that makes the internet a really exciting place again. Audiences really value transparency and preference, and using this tool allows us to continue building trusted and valuable exchanges with our users.”
Reach has joined more than 1,000 publishers and distribution partners who enable over 400 of the world’s leading advertisers to activate campaigns leveraging authenticated inventory through ATS.
“Reach has already done a lot of hard work to test identity solutions, and we’re proud that ATS has proved itself to be their solution of choice.
LiveRamp analysis has shown unequivocal proof that marketers are willing to pay a premium to transact on authenticated inventory and enable people-based marketing – which boosts monetisation. With ATS, publishers can take action today to improve business results, as we head towards a cookieless future.”
*LiveRamp is a client of Bluestripe Communications, owned by Bluestripe Group, owner of NDA