LiveRamp Enhances Global Identity Infrastructure to Include Unified ID 2.0
27.10.2020 15:30:00 EET | Business Wire | Press release
LiveRamp® (NYSE: RAMP), the leading data connectivity platform, today announced that it is collaborating with advertising technology leader The Trade Desk (NASDAQ: TTD) to enable improved addressable advertising and measurement across channels, without a reliance on third-party cookies or device identifiers. Moving forward, Unified ID 2.0 will be made available to publishers via LiveRamp’s Authenticated Identity Infrastructure. Consequently, publishers that deploy LiveRamp’s Authenticated Traffic Solution (ATS) will see demand from advertisers using both LiveRamp’s pseudonymous, people-based identifier, and the Unified ID 2.0, and help advertisers optimize digital advertising buys across display, mobile in-app, and Connected TV (CTV).
Marketers who work with both LiveRamp and The Trade Desk can now bid on LiveRamp's identifier within The Trade Desk's platform, giving them increased access to addressable inventory, people-based frequency capping and suppression, and the highest possible match of their first-, second-, and third-party data to digital advertising inventory.
Industry collaboration is imperative to ensuring the success of a fair, competitive, and open internet centered on a value exchange between content providers and consumers. In parallel, evolving privacy regulations and policy changes from browsers and device makers are pushing for more transparency. By working together to make these solutions interoperable, LiveRamp and The Trade Desk are helping the advertising industry move beyond the antiquated world of cookies and device IDs to a better solution.
“We purposely designed ATS to be essential addressability infrastructure, capable of supporting multiple identifiers in a neutral and interoperable way,” said Scott Howe, LiveRamp CEO. “The combined demand from The Trade Desk, the largest independent demand-side platform, and the 400+ global brands using LiveRamp, enables publishers and advertisers to thrive in a post-cookie environment.”
Brands, publishers and consumers benefit significantly from this partnership:
- Brands now bidding on LiveRamp’s identifier within The Trade Desk’s platform are able to drive greater media efficiencies and higher return-on-investment (ROI) through improved addressable reach and auditable, transparent measurement across desktop, mobile, and CTV. Further, this collaboration enables critical workflows like people-based targeting, frequency capping and suppression can happen without third-party cookies or device IDs
- Publishers that implement ATS gain access to both the LiveRamp online identifier and Unified ID 2.0. This allows them to power engagement and ad spend, while fueling higher CPMs and championing consumer privacy. Publishers can also better measure media spend to demonstrate return-on-ad-spend (ROAS)
- Consumers - the heart of the digital value exchange - receive more personalized experiences, while maintaining choice and control over their data
Unified ID 2.0 is a new approach to identity that represents an upgrade to third-party cookies, preserving the value exchange of advertising on the open internet, while providing improved consumer controls. The structure of Unified ID 2.0 was outlined as part of IAB Tech Lab’s Project Rearc, with The Trade Desk developing initial product code. Unified ID 2.0 will be non-commercial, open source, interoperable, and administered by an independent organization.
“When we architected Unified ID 2.0 this summer, based on the IAB recipe, we intended it as an industry-wide collaboration that complements and interoperates with other IDs on the market. It is independently-governed and open-source for the same reasons,” said Dave Pickles, chief technology officer and co-founder, The Trade Desk. “Our partnership with LiveRamp reaffirms our shared commitment to interoperability, as we work together to preserve the value exchange of the open internet.”
Travis Clinger, SVP and head of addressability and ecosystem at LiveRamp, added, “LiveRamp’s unique position in the advertising ecosystem - with our neutral and agnostic infrastructure - means we’re able to translate identity across the advertising supply chain, without compromising user privacy and security. It’s a key differentiator, and part of why we’ve seen impressive momentum for ATS.”
To-date, more than 215 publishers worldwide have adopted ATS, including 65% of the US Comscore top 20, and 60% of the US Comscore top 50. Additionally, more than 25 supply-side platforms are live with or implementing LiveRamp’s identifier in the bidstream.
“We expect today’s announcement with The Trade Desk to further accelerate ATS adoption among publishers, as it makes it easier for publishers to connect their inventory to marketer demand. Plus, marketers get the added value of transacting on an identifier proven to perform better than third-party cookies in virtually every way: ROAS, cost-per-page-view, and increased average order value, to name a few,” said Clinger.
To learn more about this global partnership and LiveRamp’s Authenticated Identity Infrastructure, please visit https://liveramp.com/blog/liveramp-enhances-authenticated-identity-infrastructure-support-unified-id-2-0.
About LiveRamp
LiveRamp is the leading data connectivity platform for the safe and effective use of data. Powered by core identity 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 The Trade Desk
The Trade Desk™ is a technology company that empowers buyers of advertising. Through its self-service, cloud-based platform, ad buyers can create, manage, and optimize digital advertising campaigns across ad formats and devices. Integrations with major data, inventory, and publisher partners ensure maximum reach and decisioning capabilities, and enterprise APIs enable custom development on top of the platform. Headquartered in Ventura, CA, The Trade Desk has offices across North America, Europe, and Asia Pacific. To learn more, visit thetradedesk.com or follow us on Facebook, Twitter, and LinkedIn.
To view this piece of content from cts.businesswire.com, please give your consent at the top of this page.
View source version on businesswire.com: https://www.businesswire.com/news/home/20201027005520/en/
Contact information
LiveRamp
Alyssa Niemiec
PR@LiveRamp.com
650-862-8920
The Trade Desk
PR@TheTradeDesk.com
About Business Wire
For more than 50 years, Business Wire has been the global leader in press release distribution and regulatory disclosure.
Subscribe to releases from Business Wire
Subscribe to all the latest releases from Business Wire by registering your e-mail address below. You can unsubscribe at any time.
Latest releases from Business Wire
Lyft App Launches in Europe30.9.2026 15:00:00 EEST | Press release
Starting today, Lyft (NASDAQ: LYFT) riders can use their Lyft app in cities across Europe. Early access to the Lyft app rolls out in Barcelona and Hamburg first; throughout October, the Lyft app will become available for riders to use in some of Europe’s largest cities including London, Rome, Paris, Berlin, Athens, and Warsaw. By the end of October riders visiting Spain, Italy, Greece, Poland, England, Scotland, Ireland, Austria, France, and Germany will have one go-to app when they cross the Atlantic, building on the foundations from this past summer beta testing the Lyft app in Europe. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260930010726/en/ The Lyft app is now available in Europe “Millions of riders across North America trust Lyft to get them where they’re going every day. Now that same app works the moment they land in Europe. No need to download anything new,” said Sid Patil, Lyft’s Chief Rideshare and Marketplac
A Workplace Worth Toasting: Bacardi Continues its Rise on Forbes World’s Best Employers List30.9.2026 14:45:00 EEST | Press release
Bacardi Limited is proving that a workplace worth toasting keeps getting better. The family-owned business has once again been named to the Forbes World's Best Employers list, taking the top spot among spirits companies. Climbing 17 places since last year, in 2026 Bacardi comes in at #69 globally. The jump in ranking reflects a commitment to creating a workplace where employees feel valued, empowered, and inspired to grow while helping shape the future of the company. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260930327935/en/ Bacardi Limited Leads Spirits Companies Forbes World's Best Employers 2026 Ranking. “At Bacardi, great moments start with great people. That's why we listen carefully to what they're telling us, learn from that feedback, and keep evolving. We want people to feel clear on how they can grow, confident they can make their mark, and supported to do their best work,” says Dave Ingram, Chief People and T
Forrester’s 2027 European Predictions: Despite A Strong Desire To Regain Its Digital Sovereignty, Europe Will Selectively Reset, Not Sever, Key Technology Relationships30.9.2026 14:33:00 EEST | Press release
According to Forrester’s (Nasdaq: FORR) 2027 European predictions, unveiled today at Forrester’s Technology & Innovation Forum EMEA, Europe will enter 2027 determined to recover its digital autonomy, but the gap between its ambition and control will widen. More than half of European companies embracing AI will reduce their dependence on US hyperscalers due to sovereignty concerns, moving their critical data and applications to European providers. A lack of end-to-end sovereign alternatives, however, will require consumers, companies, and policymakers to pursue selective digital autonomy, which consequently will reshape consumer behaviours, cloud choices, mobility, resilience, and trade strategy with China. Forrester’s Predictions reports offer forward-looking insights into trends to help executives and their teams anticipate change, reduce uncertainty, and make confident decisions ahead of market shifts. Key highlights from the Europe 2027 predictions include: China will trigger manufa
Vasion® Named a Leader in the 2026 IDC MarketScape for Worldwide Print Management Solutions as Enterprise Print Becomes AI Ready30.9.2026 14:30:00 EEST | Press release
Vasion, the intelligent print automation company, today announced it has been named a Leader in the IDC MarketScape for Worldwide Print Management Solutions 2026 Vendor Assessment (doc # US54124826, September 2026). This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260930788016/en/ According to the IDC MarketScape, "Organizations in sectors such as education, healthcare, government, manufacturing, financial services, and retail should consider Vasion when seeking support for business process automation revolving around print, output, and agentic or rules-based workflows. Vasion customers may derive considerable value from the vendor's solutions in support of unifying their organizations' digital transformation efforts, particularly where a single portal with functionality extending beyond print management is sought, and especially where FedRAMP® High Authorization, a SOC 2 Type II report, or ISO 27001/42001 certification is req
Pantheon Expands Middle East Presence With New Abu Dhabi Office and Senior Regional Appointment30.9.2026 13:56:00 EEST | Press release
Pantheon, a leading global private markets firm with approximately $84bn in assets under management, today announced the expansion of its presence in the Middle East with the opening of its first office in ADGM, the international financial center based in Abu Dhabi, alongside the appointment of Firas Mallah as Managing Director and Head of Middle East. Demand for access to private equity, infrastructure, and private credit strategies continues to build among sophisticated investors across the Middle East, who recognize Pantheon for its 40-year track record of innovation and expertise across primaries, secondaries and co-investment opportunities. Secondaries – pioneered by Pantheon in 1988 – remains a defining thread across the platform: alongside its long-established private equity secondaries business, Pantheon has among the industry's first and largest private credit and infrastructure secondaries franchises, making it a strong partner in that space across the GCC. These strategies a
In our pressroom you can read all our latest releases, find our press contacts, images, documents and other relevant information about us.
Visit our pressroom