LiveRamp is enthusiastic about the potential of Google's PAIR initiative as the industry navigates the cookieless future.
PAIR, which stands for Publisher Advertiser Identity Reconciliation, is a solution within Google's Display & Video 360 (DV360) platform designed to address the challenges of third-party cookie deprecation. It enables advertisers and publishers to securely and privately match their first-party data for personalized advertising campaigns.
LiveRamp plays a crucial role in PAIR in two ways. Firstly, Google selected them as one of the launch partners for its independent clean room technology, a vital component of the initiative. Secondly, PAIR adoption directly fuels LiveRamp's Authenticated Traffic Solution (ATS), as both parties involved must consent to share their first-party data.
The company is particularly impressed with early test results, citing a recent case study with Omni Hotels & Resorts. The study revealed a 4x increase in conversion rate for PAIR campaigns compared to traditional cookie-based targeting, demonstrating the effectiveness of authenticated data.
"LiveRamp has long championed the idea that personalization and privacy are not mutually exclusive," stated Scott Howe, CEO of LiveRamp, during the company's Q3 earnings call. "The results of this case study demonstrate that campaigns based on authenticated first-party data are not just more effective than third-party cookie campaigns, they are significantly more effective."
This positive perspective aligns with LiveRamp's overall strategy, focusing on solutions that enable a privacy-first approach to marketing while maintaining campaign effectiveness. As the industry prepares for a cookieless future, PAIR's potential to securely connect first-party data appears to resonate with companies like LiveRamp.