On the last weeks, Rubicon Project and MediaMath integrated LiveRamp’s IdentityLinkTM graph. LiveRamp says that these integrations allow people-based identity to be passed on the bidstream in real-time, and enable DSP buyers to connect with their customers in a way that is not so reliant on third-party cookies.
Rubicon Project says LiveRamp’s integration on the bidstream enables DSPs to directly transact on IdentityLinks (IDL), which reduces dependence on cookies, improves addressability, and allows marketers to engage people, rather than devices. Every impression bought on IdentityLink can be measured on IdentityLink – giving marketers transparent measurement across Rubicon Project’s IdentityLink-enabled inventory.
MediaMath identifies that one of the reasons to integrate LiveRamp’s IdentityLinkTM graph was the elimination of data loss during delivery. MediaMath says the integration ensures high levels of data fidelity from on-boarding from brands, agencies, and DMPs, improving brands’ ability to address their customer base by minimizing data loss across the tech stack, and increasing match and scale with data contributors.