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
Nebex Raises $30M Seed Round Led by GV to Build Market Infrastructure for the Global Space Economy29.6.2026 18:38:00 EEST | Press release
Nebex, the market infrastructure platform for the global space economy, announced a $30M seed investment led by GV (Google Ventures), with participation from other top-tier venture funds. The company also announced a banking relationship with J.P. Morgan. The capital raise and new banking relationship will help Nebex scale its platform and connect sovereign space programs with the founders and companies building new technologies to serve the space industry. "We built Nebex because we've seen firsthand that ambitious space founders struggle to deliver complex sovereign programs due to the lack of capital markets infrastructure that supports revenue and cashflow. This is something that exists in nearly every other industry," said Tejpaul Bhatia, CEO of Nebex. "Support from these organizations gives Nebex the additional leverage and financial infrastructure to build the global space economy at the scale it demands.” Since its inception, the space industry has run on a closed loop with a h
Medisca Enters Its Next Chapter Under Founder Antonio Dos Santos29.6.2026 17:19:00 EEST | Press release
For more than 35 years, Dos Santos has helped shape Medisca into a global leader in pharmaceutical compounding. As Chief Executive Officer, he will lead the company's long-term strategy, with a focus on expanding Medisca's global reach, investing in new areas of growth, strengthening strategic partnerships, and continuing to advance the products, services, education, and expertise that healthcare professionals rely on every day. "When I founded Medisca, my vision was to raise the standard of pharmaceutical compounding by bringing pharmaceutical-grade quality to the industry and giving healthcare professionals access to the products, knowledge, and innovation they needed to deliver better patient care," said Antonio Dos Santos, Founder and Chief Executive Officer of Medisca. "That purpose continues to guide us. As we begin this next chapter, we'll keep investing in our people, our partnerships, and the innovation that will help shape the future of Medisca and the pharmaceutical compound
The Premier Jumping League (PJL) & McCarthy Jumping Team Announce Landmark Purchase29.6.2026 16:10:00 EEST | Press release
The Premier Jumping League (PJL) today announced that seasoned trader, investor, and competitive race car driver Jason McCarthy and McCarthy Jumping League LLC acquired the first PJL team in a landmark $50 million acquisition, building on rising momentum for the highly acclaimed professional jumping league. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260629512997/en/ The Premier Jumping League (PJL), photographed by Daniel Benson. The milestone investment represents an unprecedented valuation for a team in a newly established sports competition and underscores the confidence that sophisticated investors are placing in the PJL. The inaugural PJL season is scheduled to commence in April 2027. McCarthy brings extensive investment and trading experience to the League, having held leadership positions across the financial sector throughout his career. A graduate of MIT, McCarthy is the Founder and Managing Principal of a propr
InvestEco Sustainable Food Fund IV Holds a Final Close With Total Commitments of C$106M29.6.2026 16:00:00 EEST | Press release
InvestEco Capital is pleased to announce the final close of the InvestEco Sustainable Food Fund IV. This fund will continue InvestEco’s work of investing in high-growth food companies that promote health and sustainability in the food sector. The Fund closed with total commitments of C$106M, the largest InvestEco fund to date. Investors include Farm Credit Canada, Export Development Canada, Business Development Bank of Canada, Fonds de solidarité FTQ, and two Government of Canada Social Finance Fund wholesalers: Boann and Realize Capital Partners. In addition, the Fund received commitments from a number of private investors and family offices. The Fund's investments to date include Humble Snacks, Little Sesame, Mid-Day Squares and Algae Cooking Club. The Fund expects to make a further 6 - 10 investments over the next few years. InvestEco Capital, founded in 2002, is a Toronto-based venture capital firm and impact investor focused on the sustainable food sector. For more information, em
Geoswift and SKUx Announce Strategic Partnership to Develop a First-of-Its-Kind Programmable Stablecoin Commerce Network29.6.2026 15:00:00 EEST | Press release
Geoswift and SKUx announced a groundbreaking partnership to develop a next-generation programmable stablecoin commerce network. This strategic collaboration bridges digital assets, traditional finance, and real-world commerce at a global scale, representing a "one-of-one" opportunity by combining Geoswift's global infrastructure with SKUx's specialized item-level controls directly within point-of-sale (POS) systems. While enterprise stablecoin usage continues to accelerate globally, governments, enterprises, payment networks, and AI-driven commerce platforms are increasingly seeking programmable payment infrastructure that can bridge digital assets with real-world commerce. The innovation goes far beyond treasury management or even enabling consumers to spend stablecoins at retail locations. Instead, it unlocks true "programmable money" with embedded controls, rules, and purpose-driven utility —requiring both programmable settlement and programmable spending controls. Geoswift and SKUx
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