LiveRamp and Adobe in Omnichannel Targeting Deal

San Francisco-based enterprise data connectivity and analytics platform LiveRamp has partnered with marketing software giant Adobe, to enable omnichannel, cookieless people-based targeting and measurement.

Through the deal, the Adobe Advertising Cloud now supports LiveRamp's pseudonymous identifier RampID (previously known as IdentityLink) across channels, including desktop display, desktop video, mobile web, mobile in-app, connected TV (CTV), native, and audio. The firms say that this will enable advertisers to unlock people-based audience targeting, frequency capping, activation of first- and third-party data, delivery reporting, access to supply-side integrations and exposure logs, and measurement support through Adobe's Advertising Solutions Group (ASG).

Brands that use RampID will gain access to environments that are cookieless - such as Safari, Edge, and Firefox, and be able to buy on a people-based identifier which reaches 'authenticated users' within publisher environments. The integration is currently live in the US, UK, France, Germany, Italy, Spain, Belgium, the Netherlands, Australia and Singapore.

Travis Clinger (pictured), SVP, addressability and ecosystem at LiveRamp, comments: 'Today's announcement brings us one step closer to ensuring every marketer in every corner of the world can achieve outsized business results at scale, without compromising privacy. And they can do this with the confidence of continuity: critical marketing workflows enabled by LiveRamp and Adobe Advertising Cloud work today, and will continue to work even once device IDs go away.'

Web sites: www.liveramp.com and www.adobe.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.