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Since early 2021, brands are finding a harder time identifying devices to advertise to their users with the right targeted and segmented profiles. The number of devices sharing their advertising IDs decreases day by day, which is disrupting digital programmatic advertising. So how can your brand keep being relevant and measure performance?
In the words of Noelia Amoedo, mediasmart’s CEO: “Given all the changes in recent years around user privacy, our partnership with Liveramp is more relevant than ever. It is yet another piece in mediasmart’s strategy to empower advertisers to maximize the relevance of their ads across screens and environments.”
Ramp IDs translate all kinds of 1st party data from advertisers, publishers (sign-up email, etc.) and any other party involved in the process, into an ID that everyone can use. What does it mean for mediasmart users? Once activated, RampIDs will allow you to do the following:
- Cross-screen targeting: any user segment the campaign is targeting will also target the corresponding RampIDs, using Liveramp Mapping.
- Advanced frequency capping, to maximize the advertising budgets, by not saturating the end user. The campaign will also perform cross-device frequency capping.
- Any Interaction Based Audiences created within a campaign will also be “enriched” with RampIDs, which will allow easier retargeting and suppressing strategies.
This targeting solution will allow our clients to target users, an extra mile, and encompass the current climate.
“As we get closer to the reality of a cookieless world, we’re experiencing an acceleration in the adoption of identity solutions. Collaboration is key to ensuring that first-party identifiers are part of our maturing digital strategies. Our partnership with mediasmart is a new step for our customers in order to empower their CRM data” said Pierre-André Gautier, Head of Strategic Partnerships EU at LiveRamp.
About LiveRamp
LiveRamp is the leading data enablement platform for the safe, easy and effective use of data. Powered by core identity resolution capabilities and an unparalleled network, LiveRamp enables companies and their partners to better connect, control, and activate data to transform customer experiences and generate more valuable business outcomes. LiveRamp’s fully interoperable and neutral infrastructure delivers end-to-end addressability for the world’s top brands, agencies, and publishers. For more information, visit www.LiveRamp.com.
About mediasmart
mediasmart - a self-serve programmatic platform (now part of Affle group) provides advertisers, trading desks and agencies an integrated mobile-first advertising platform that empowers them to efficiently reach their target audiences no matter where they are. Unique strengths such as omnichannel audience management & incremental measurement together with measurable and high-impact CTV advertising (through its proprietary Household Sync technology), make mediasmart the platform of choice for marketers looking for an intuitive and powerful programmatic solution, whether they choose to use mediasmart’s console or build their own solutions on top of its open APIs.
For more information, visit mediasmart.io or follow @mediasmartio.
Topics: partnership, userid, liveramp