LONDON, May 4, 2017 /PRNewswire/ -- AppNexus,
LiveRamp™ – an Acxiom® company – and MediaMath today
announced the launch of an open, technology industry consortium to
make people-based marketing widely available within programmatic
channels. The three companies have agreed to create a standard
identity framework that enables buyers and sellers of programmatic
digital advertising to create more relevant campaigns and improve
consumer experience. Additional companies initially joining the
consortium are Index Exchange, LiveIntent, OpenX, and Rocket
Fuel.
"Today, 48 percent of all digital advertising dollars accrue to
just two companies – Facebook and Google," said Brian O'Kelley, CEO of AppNexus. "That dynamic
has placed considerable strain on the open internet companies
that generate great journalism, film, music, social networking, and
information. This consortium enables precision advertising
comparable to that of Google and Facebook, and does so in a
privacy-conscious manner. That means better outcomes for marketers,
greater monetization for publishers, and more engaging content for
consumers."
The current bidding process in programmatic channels relies on
proprietary identifiers such as cookies, and thus often cannot
translate consumer identity across buyers and sellers, or across
devices. Adding identity resolution to programmatic advertising
helps marketers to deliver more-relevant content and enhances the
consumer experience.
"Marketers love the fact that LiveRamp allows them to unify the
people-based marketing they do with the most popular publishers
with marketing in other channels," said Travis May, President and General Manager of
LiveRamp. "There's huge demand for leveraging a deterministic,
omnichannel identifier in the bidstream, as marketers want to
improve their interactions with consumers by linking data from
customer files and offline channels – such as in-store purchases –
to media exposure in programmatic channels. The creation of this
consortium will accelerate the delivery of this value to marketers
and their partners in the digital media ecosystem."
"Our clients are excited by the prospect of improved reach and
precision in their marketing campaigns," said Michael Lamb, President of MediaMath. "And we
are thrilled by the opportunity to establish the strong and
consistent data protection policies that consumers deserve.
Upgrading this foundational piece of the infrastructure puts us on
solid footing, as programmatic grows to encompass all of
digital."
Consortium members will enjoy access to an identity framework
built from pairing an encrypted version of an omnichannel,
people-based identifier and a common, open cookie that resides on a
shared, open domain. Each consortium member will adhere to a strict
agreement requiring best practices with respect to privacy and
security, including compliance with digital advertising industry
self-regulatory code and applicable laws.
Until now, the lack of a common, omnichannel, people-based
identifier has created significant challenges for marketers,
including the inability to coordinate campaigns across platforms, a
lack of interoperability with the mobile web, and siloing across
channels. The consortium solves these challenges by offering the
following benefits to advertisers:
- Enablement of people-based marketing to the buyers and sellers
of programmatic advertising across devices, formats, and platforms.
Advertisers can increase ROI and improve customer experiences by
both targeting at the level of individuals and managing impression
frequency and cadence.
- Inclusion of mobile, addressable TV, Internet of Things (IoT),
Out of Home (OOH), email, and emerging channels for targeted
programmatic advertising.
- Increased monetization for publishers through increased
addressability of their audiences, including the ability to offer
people-based marketing in "cookieless environments."
David Gosen, General Manager,
Platform Solutions and SVP, International at Rocket Fuel, said,
"This collaboration of businesses operating in the digital
advertising space will contribute to more transparency and
efficiency, which is great news for the internet and our industry.
Vitally, it also creates greater relevance for the end consumer. At
Rocket Fuel, we believe the future is about people, not devices, so
partnering with others in the digital ecosystem to deliver this
more widely is a positive move for all involved."
"This is a natural extension of our already-deep partnership
with LiveRamp and its IdentityLink service," said LiveIntent
Founder and CEO Matt Keiser.
"For marketers that leverage LiveIntent's platform for
people-based marketing, the consortium expands the reach of
identity-informed campaigns. For publishing brands, the consortium
provides access to new identity-informed demand, increasing the
value of their inventory. Marketers want access to their target
audiences where they are spending time, irrespective of browser or
device. Inventory sellers need to be able to provide identity
resolution to buyers for targeting, measurement, and attribution.
This consortium delivers what people-based marketing needs: success
at the intersection of marketing and advertising."
"Creating an open, people-based identifier across industry
leaders is a major opportunity - this changes the programmatic
landscape for the better, as it exposes unified methods of
people-based buying to the open web," said Andrew Casale, President and CEO at Index
Exchange. "We're extremely excited to be a part of this effort and
believe it's another positive step towards greater transparency for
the industry."
About AppNexus
AppNexus is an internet technology
company that enables and optimizes the real-time sale and purchase
of digital advertising. Our powerful, real-time decisioning
platform supports core products that enable publishers to maximize
yield; and marketers and agencies to harness data and machine
learning to deliver intelligent and customized campaigns. For more
information, follow us at @AppNexus or visit us at
appnexus.com.
Press contact: Josh Zeitz,
jzeitz@appnexus.com
About LiveRamp
LiveRamp offers brands and the
companies they work with identity resolution that is integrated
throughout the digital ecosystem, and provides the foundation for
omnichannel marketing. IdentityLink transforms the technology
platforms used by our clients into people-based marketing channels
that improve the relevancy of marketing, and ultimately allow
consumers to better connect with the brands and products they love.
LiveRamp is an Acxiom company (Nasdaq: ACXM), delivering
privacy-safe solutions to market and honoring the best practices of
leading associations including the Digital Advertising Alliance's
(DAA) ICON and App Choices programs. For more information, visit
www.LiveRamp.com.
Press contact: Alyssa Niemiec and
Katie LeChase,
liveramp@havasformula.com, 619-234-0345
About MediaMath
MediaMath's technology and services
help brands and their agencies drive business outcomes through
programmatic marketing. We believe that good advertising is
customer-centric, delivering relevant and meaningful marketing
experiences across channels, formats and devices. Powered by
advanced machine learning algorithms that buy, optimize and report
in real time, our platform gives sophisticated marketers access to
first-, second- and third-party data and trillions of digital
impressions across every media channel. Clients are supported by
solutions and services experts that make it simple to activate our
technology. Since launching the first Demand Side Platform (DSP) in
2007, MediaMath has grown to a global company of nearly 700
employees in 15 locations in every region of the world. MediaMath's
clients include all major holding companies and operating agencies
as well as leading brands across top verticals.
www.mediamath.com
Press contact: Jesse Comart, jcomart@mediamath.com
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SOURCE AppNexus